Pushing the envelope: HI-CHEW continues Super League tie up with third Fortnite activation

Japanese candy brand HI-CHEW reports its third and biggest activation in Fortnite.

In a LinkedIn post, Jaime (Brand) Kapoor, Senior Client Partner at Super League, a publisher of immersive games and experiences on digital platforms like Roblox, Minecraft, and Fortnite, said: "This programme is special to me, especially in appreciation of the trust HI-CHEW has placed in Super League to continue our partnership for the third year in a row, pushing the envelope for innovation and supporting the Fortnite community in new and meaningful ways."

She added: "What started as a single integration has now evolved into a full scale, multi-touch programme - built with fans, for fans: five HI-CHEW mini-games inside the wildly popular MinigameBox PVP; three creator built islands through Fortnite’s first brand backed incubator; a reward system offering both exclusive in-game loot and IRL merch and candy."

She concluded: "This is what long-term thinking looks like: a brand that understands gaming isn’t a stunt, it’s a scalable, culturally connected channel for engagement. When you build equity with fans, you win.”

“And when you empower creators, you don’t just make content, you build lasting relationships with both creators and consumers alike. I’m grateful to our amazing partners at HI-CHEW Morinaga America and Carmichael Lynch for continuing to raise the bar, and so proud of the Super League team for delivering something fans (and marketers) won’t forget."

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.