HI-CHEW, the fruity, chewy candy that’s impossible to eat just one of, is back in Fortnite for a third year running, but this time, they’ve cranked the fun up to 11. Through September 14, the game transforms into a candy-colored wonderland where players can dive into five HI-CHEW mini-games, hunt for collectibles, and unlock rewards you can’t get anywhere else. This isn’t just an ad slapped on a virtual billboard, it’s an entire experience, powered by Super League and supported by Carmichael Lynch, that blends gaming, candy, influencers, and fan creativity into one sweet campaign. Oh, and did we mention HI-CHEW is now the first brand to host a Fortnite Creator Competition? Talk about setting the bar high.
Inside the Chewbie-Dome
When players enter the HI-CHEW Fortnite hub, they’re greeted by the brand’s mascot Chewbie, the ultimate candy hype man—before diving into a menu of games that mix Fortnite classics with new, candy-fueled twists:
- HI-CHEW Climbers – Dash up a massive ramp, dodging giant fruity obstacles before the clock runs out. HI-CHEW Chewlet Grabbers, A factory-style frenzy where you snatch as many chewy “Chewlets” as you can.
- HI-CHEW Block Drop – Outwit gravity in this survival challenge as candy blocks rain from the sky.
- Chewbie Says Go! – A “Red Light, Green Light” showdown with a chewy spin.
- HI-CHEW Pillars – Battle on floating candy platforms until you’re the last player standing. It’s a mix of competition, chaos, and pure sugar-fueled joy—minus the actual sugar crash.
Candy meets collectibles
Fortnite players love loot, and HI-CHEW is delivering. You can score exclusive in-game HI-CHEW items by completing special challenges, tracking down hidden containers, and collecting scattered items across the maps. But the fun doesn’t stop when you log out. Over on the Unlockable challenge site, fans can tackle up to 12 gaming and social media tasks across 16 weeks to rack up points for prizes like merch, free candy, discount codes, and more. It’s a clever way to keep players engaged long after the first sugar rush wears off—and yes, it’s basically gamifying candy.
Powered by the people
Here’s where HI-CHEW really flips the script: earlier this year, they invited top Fortnite map creators to dream up their ultimate HI-CHEW world. The winning three designs—chosen by influencers Birdo, Dagwummy, and ChitaZ —were funded, developed, and polished with pro support. Now, those maps are live and playable for as long as players want to jump in. It’s not just brand marketing, it’s player-led world-building with HI-CHEW as the centerpiece.
Snack on this strategy
Or, as we like to call it, how to win the internet with Candy. HI-CHEW’s Fortnite collab is more than just fun and games; it’s a marketing masterclass for confectionery and CPG brands: cross-channel engagement, meeting fans in-game, on social, and in-store, creating multiple touchpoints for the same campaign.
Fan-led innovation, crowdsourcing ideas from Fortnite creators builds loyalty and excitement. Limited-time rewards, scarcity drives urgency (and let’s be honest, nothing makes players log in faster than “exclusive skin”). Hybrid campaigns, blending digital and physical rewards makes the brand stick in people’s minds, and taste buds.
And if you’re a private label, bulk ingredient, or co-packing partner, think about it: you could launch a seasonal flavor with a co-branded mobile game, or tie a snack drop to an AR treasure hunt. This is the playbook.
HI-CHEW kept the excitement going in September with a 50th-anniversary merch drop on TikTok Shop, letting fans collect limited-edition patches, pins, and plush items.
The sweet spot
HI-CHEW isn’t just selling candy, they’re building an immersive, playable universe where fans race, collect, battle, and brag about their wins. The takeaway for CPG brands? Meet your audience where they play, and give them an experience so fun they can’t help but share it. Whether it’s candy in Fortnite, coffee in Roblox, or chips in Minecraft, the opportunity to turn products into play is huge.
If you’re ready to level up your next retail-ready or bulk ingredient launch, our team can help bring your concept from the shelf to the screen. After all, the real win is when your customers can play with their food, literally.
