To celebrate the launch of HI-CHEW’s new Getaway Mix, Sharp developed and executed the HI-CHEW Getaway Mix Layover – a vibrant portal to paradise that offered travelers a moment of respite during their journeys. Hosted at the Miami International Airport, we aimed to turn the traditional layover destination into a flavor-packed getaway with an immersive pop-up space inspired by HI-CHEW’s recognizable branding and colorful personality. Visitors were invited to try HI-CHEW’s exotic new flavor trio – Mango Chamoy, Mai Tai, and Yuzu Lime – and take some treats on the go to their final destination. We curated custom merchandise, including luggage tags and stickers, for fans to commemorate their visit. To enhance the activation, we offered a whimsical hot air balloon basket photo experience to transport fans to their dream destination. Additionally, Chewbie, HI-CHEW’s lovable mascot, was on-site to welcome guests with hugs, high-fives, and a whole lot of smiles.
By embracing the spirit of travel and play, we delivered a much-needed break from the hustle and bustle of travel to over 36,000 visitors during its 11-day run, with over 48,000 samples of unforgettable flavor distributed.
The campaign’s eye-catching footprint didn’t just stop passersby in their tracks, it generated significant buzz across national and local news outlets through strategic storytelling and earned media efforts, resulting in 23 million impressions across key consumer publications, including Sporked, Nosh, and The Miami Guide. We partnered with five Miami-based influencers, who shared 19 pieces of content, generating 132,000 impressions and 1,500 engagements across Instagram.
From creating colorful, real-world brand moments to sparking conversations online, our goal was simple: redefine the travel experience, bringing a slice of wanderlust paradise to one of the country’s busiest airports, one chew at a time.