Chewits sponsor kids’ sport holidays

Confectionery brand Chewits has inked a deal with Premier Sports to sponsor its Sport Holiday Courses.

The deal, which sees the holiday’s branded the ‘Chewits Premier Sport Holiday Courses’, was brokered for the brand by sport marketing agency Havas Sports and Entertainment, who will manage the partnership.

Chewits is funding 6,000 places for children nationwide to join the holidays free in return for its brand and marketing materials reaching 125,000 children taking part this year that emphasise the Chewits brand message of “fun and trust.”

The chewy sweet’s Italian manufacturer, Leaf, appointed brand consultancy Tayburn in December to overhaul the logo, packaging and website to re-engage its pre-teen target market, following falling sales in the face of new competition. http://www.mad.co.uk/Main/Home/Articles/da135d4129ea40e29fabf28c22d9e67b/Tayburn-takes-on-Chewits-task.html

The first relaunched pack is due out next month, resurrecting the 1990s ice-cream flavour as a limited edition, in response to a recent blogging and social networking campaign.

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