Chupa Chups appoints lead ANZ creative agency
Indie creative agency The General Store has been appointed as Chupa Chups’ lead creative partner in Australia and New Zealand.
The agency has been tasked with developing an integrated above the line, social, and influencer campaign, to target Gen Z audiences and re-energise the 66-year-old brand.
It hopes to keep Chupa Chups relevant for its younger demographic, while building holistic experiences across every part of the consumer journey.
“We chose The General Store for their ability to deliver innovative solutions across a variety of complicated touchpoints, whilst staying true to our ‘Forever Fun’ master brand,” said Amelia Goldsmith, brand manager of Chupa Chups ANZ.
“Their multidisciplinary approach and deep understanding of Gen Z audiences make them the perfect partner to elevate our brand presence in the digital space and beyond.”
The agency will leverage its expertise in curating content that resonates on platforms including TikTok and Instagram, tapping into youth culture and experiences to connect with the younger generation.
Matt Newell, partner and chief executive of The General Store, added: “It’s always a privilege to work on an iconic brand. But to work on an iconic brand whose purpose is all about fun, is literally going to be a joy.
“Chupa Chups have a brilliantly talented team with loads of ambition. We can’t wait to sink our teeth into the brand.”
The agency also recently launched work for retailer Sportscraft, as it unveiled the official Australian Olympic Team opening ceremony uniforms.
The campaign, ‘Supportscraft’, kicked off with the official Olympic message hub and re-badging of its website.
“The G Store helped shine a light on this, and we’re excited to launch the beginnings of a body of work that feels very true to our purpose and marks the start of a new journey of evolution for this brand,” said the retailer’s chief executive, Elisha Hopkinson.
The General Store has also been appointed recently by new pet store Swaggle, which launched into the Australian market in April. The agency set up an activation at Rose Bay Beach, with a range of Swaggle products and treats buried in the beach.
Marcus Tesoriero, chief creative of the agency, said: “I just love the irony of the idea. Dogs literally helped dig up and unearth the Swaggle brand themselves – a fun launch for Australia’s happiest online pet store.”
The General Store’s first work for Chupa Chups is expected to launch in the coming months.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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