Confectionery brand Chupa Chups has appointed The General Store its lead creative agency for Australia and New Zealand, AdNews can reveal.
The agency has initially been tasked to develop an integrated, above the line, social media and influencer campaign to target Gen Z consumers.
The General Store will bring its specialisation of creative spanning advertising, digital, design, and architecture to energise the 66-year-old Chupa Chups brand, keeping it relevant for its younger demographic, as well as 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," Chupa Chups ANZ brand manager Amelia Goldsmith said.
"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 General Store partner and CEO Matt Newell said 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," he said.
"We can’t wait to sink our teeth into the brand.”
The General Store will create content and experiences that specifically resonate across platforms such as TikTok and Instagram.
The agency will start work on the Chupa Chups account immediately, with the first campaign under the new partnership expected to launch in the coming months.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.