Social media are the name of the game when marketing to young people, and Hi-Chew seems to have hit the jackpot with its new digital campaign.

A trial consumer competition in October, focused on Instagram and Facebook, achieved a total reach of more than 140,000 members of the target audience, with an equivalent number of video views and nearly 1,000 likes.

"Were really happy about the success of this campaign," said Terry Kawabe, the Managing Director of Morinaga Asia Pacific Co., which distributes Hi-Chew.  "Young people are fascinated by our fruit chew.  They know its been a hit around the world."

based on the initial competitions popularity, Hi-Chew (Japans #1 selling soft candy) is expanding the campaign in November and December.  It will run in both Australia and New Zealand, with the next competition set for November 9--13.

In October, social media viewers guessed how many pieces of Hi-Chew were in a jack-o-lantern.  For November, Hi-Chew fans will have to guess the number of pieces in a giant vintage bathtub. Winners will receive an entire tubs worth of candy!

"Fortune Flavours the Bold is the theme that drives Hi-Chews," said Cec Parnell, Creative Director of Sponge, the lead advertising agency in Sydney.  "And these competitions are big, bold and full of flavour."

There will be a third event in December, just in time for Christmas.

In Australia, Hi-Chew has been ranged at selected Coles stores nationwide. In New Zealand, the brand is sold at various retailers nationwide, including Pak n Save and New World.

"Consumer interest and sales continue to grow," said Anthony King, Managing Director of Australian distributor Grocery Corporation.  "We expect that trend to continue, as Morinaga continues to invest in marketing programs."

Packaging includes peg bags with mixed flavours (100g Original Mix, 100g Tropical Mix, 90g Sweet & Sour) and sticks in four different flavours (Strawberry, Grape, Green Apple, Mango).

Hi-Chew was created in 1975 by Morinaga & Co., Ltd., one of Japans "Big 4" confectionery companies. The fruit chews have been offered in more than 170 flavours, and achieved sales success worldwide.