Hi-Chew has launched a new marketing campaign with a brand new slogan “fortune favours the bold”.

The new campaign is aimed at the brand’s core market of 18 to 29-year-olds and features a 30 second animated video of two fruits sumo wrestling.

It also stars Hi-Chew’s new brand ambassador Sachiyo Yamada, a Japanese national who won a bronze medal playing for the Australian lacrosse team at the World Games in 2017.

The campaign will run until October and is aimed at boosting brand awareness for Hi-Chew, which launched in Australia earlier this year.

Morinaga Asia Pacific Managing Director Terry Kawabe said Hi-Chew has big ambitions for the Australian and New Zealand markets.

“Hi-Chew is making a major commitment to both the Australia and New Zealand markets. Our candy is the best-selling soft candy in Japan, and sales have more than tripled in the U.S. over the past five years. We plan to do whatever it takes to achieve the same success here”, he said.

Anthony King, Managing Director of their Australian Distributor, said they expect to see the brand experience growth in Australia.

“Per-capita consumption of sugar confectionery is much higher in these two markets than in Japan. Sales value in the USA rose to US$58 Million last year. We expect to see a rapid growth rate here as well.”

Hi-Chew is stocked in selected Coles stores nationally and is available in mixed flavour packs of 100g for Original Mix and Tropical Mix and 90g for Sweet and Sour and four flavour sticks – Strawberry, Grape, Green Apple and Mango.