HI-CHEW levels up in Fortnite with mini-games and sweet rewards

HI-CHEW is back in Fortnite Creative islands for a third consecutive year, bringing bold flavors and playful competition to the gaming world.

The candy brand’s latest in-game activation, powered by Super League, runs until 14 September and features mini-games, exclusive rewards, and a first-of-its-kind creator competition.

Players can enter the "Chewbie-Dome", a candy-colored hub on Fortnite’s minigame box PVP island, to take on three custom HI-CHEW branded mini-games: 'HI-CHEW climbers', 'HI-CHEW chewlet grabbers', and 'HI-CHEW block drop'.

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Guided by the brand mascot Chewbie, gamers dash up ramps while dodging fruity obstacles, scramble through candy factory-inspired arenas to collect "chewlets", and dodge falling objects in chaotic survival challenges, all while collecting HI-CHEW coins to unlock exclusive in-game items.

HI-CHEW also revives two classic minigames with a twist: in 'Chewbie says go!', players follow Chewbie’s “chewlish” signals in a Red Light, Green Light-style challenge, while 'HI-CHEW pillars' puts them on floating platforms to battle until only one remains.

This year, the brand has added a game-wide quest where players can unlock collectible items by completing challenges, exploring the map, or discovering hidden containers, giving fans more ways to showcase their love for HI-CHEW in-game.

The campaign also introduces a creator competition, inviting Fortnite map designers to build their ultimate HI-CHEW experiences. Judged by creators and influencers Birdo, Dagwummy, and ChitaZ, three winners received funding and support to bring their maps to life, which will go live in August and remain playable indefinitely, marking HI-CHEW as the first brand to lead a creator competition within Fortnite.

The activation, executed with media agency Carmichael Lynch, extends beyond gameplay with an unlockable site where participants can complete up to 12 in-game and social challenges over 16 weeks to earn points redeemable for entries into a raffle offering digital rewards and physical prizes, including limited-edition merchandise, free candy, and discount codes.

With this campaign, HI-CHEW blends playful engagement with fan-driven creativity, positioning itself as a memorable and immersive presence in Fortnite’s world.

"Our Fortnite integrations continue to open new doors for fan connection. We are thrilled to work with the Super League team once again to bring HI-CHEW to our growing fanbase in the gaming community, said Teruhiro Kawabe, chief representative for the USA and president, CEO of Morinaga America. 

He added, "HI-CHEW is all about creating shareable, joyful moments and this year's in-game experience demonstrates that same spirit. Our partnership with Fortnite Creative developers allows us to show up in a way that's playful and unexpectedly fun. We're proud to keep building connections with fans through different and meaningful ways, meeting them where they are and creating experiences that go beyond the candy aisle." 

In tandem, Matt Edelman, CEO and president at Super League said, HI-CHEW continues to raise the bar for how brands show up in games. Once again, they are proving what can be accomplished by embracing playability. From creator-built maps to unlockable rewards, this year's program is perfectly designed to drive deep engagement and spark cultural moments." 

HI-CHEW is not the only sweet brand to have entered Fortnite recently. Earlier this year, Mentos took its global campaign into the game with the introduction of the “Fizzooka”, a soda-spraying launcher powered by Mentos.

Over two weeks, "Fizzookas" appeared in Fortnite Creative maps, a sandbox mode that allows players to create custom maps and game experiences. Created in collaboration with advertising agency BBH London, the "Fizzooka" adds a fresh, playful twist to the gaming world, inviting players to engage with Mentos on a new playing field.

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