Big League Chew

35th Anniversary PR Campaign for an Iconic Brand

Background

Big League Chew is an iconic bubble gum brand created by former Portland Maverick’s pitcher, Rob Nelson. Since its debut in 1980, the pouches packed with shredded, flavorful bubble gum have become preferred by people of all ages having sold more than 800 million pouches around the world.Big League Chew is manufactured in the USA by Form Gum & Machine Company, a leading retailer of confectionery and gift products, private label gum and bulk vending confections and toys.

Strategy

Maroon PR became Big League Chew’s Agency of Record in April 2014 to develop and implement public relations strategies highlighting the brand’s 35th Anniversary. The goal was to reconnect Big League Chew with adults who grew up with the brand, and continue to reach the youth demographic. Strategies developed included securing national media attention, elevating the brand’s presence on social media and developing partnerships for cross-marketing opportunities.Early in the 2015 baseball season, Maroon PR announced the 35th Anniversary surrounding the Sweets & Snacks Expo in Chicago, Ill. Through its established media relationships and targeted pitching efforts, the Maroon PR team was able to secure national features with outlets utilizing the gum’s milestone as a hook.

To enhance Big League Chew’s digital presence and brand awareness, Maroon PR took over full management of social media efforts. Maroon PR launched an Instagram account to interact with the youth demographic. The agency utilized Twitter to interact with media and people talking about Big League Chew, and developed engaging content across all platforms that celebrated the nostalgia of the brand while promoting its various products currently being sold.Strategic partnerships Maroon PR developed also elevated the Big League Chew brand. Maroon PR created a partnership with HOMAGE, an Ohio-based vintage apparel company to create a “throwback shirt.” HOMAGE sold more than 450 shirts the first week it was launched, and the partnership helped Big League Chew’s efforts to connect with the 18 to 35-year-old demographic.Maroon PR also created a relationship with the City of Portland, Ore. to dub August 19, 2015 as Rob Nelson Day. This generated additional local and national media attention.

Results

Total media impressions from April – September 2015 exceeded 10.5 million, worth more than $4.84 million in publicity value. Highlights included features by The Washington Post, CBS This Morning, Fox Sports, National Public Radio (NPR) and a spotlight on ESPN SportsCenter. A national segment on FYI Network’s Food Factory was also secured.Big League Chew’s Facebook, Twitter and Instagram platforms experienced tremendous growth and interactions. Since launching Big League Chew’s Instagram in April, the platform reached over 1,000 followers by September. In just six months, the @BigLeagueChew Twitter handle has grown by 100 percent and the brand’s Facebook page grew 10 percent, reaching over 11,000 page Likes.

National TV Segment

Media Placements

Digital and Social Media Content