The General Store has secured the creative account for Chupa Chups in Australia and New Zealand, with new work expected to land from the brand in the coming months.

The agency's initial task is to develop an integrated campaign targeting Gen Z consumers across above the line, social media, and influencer platforms. The General Store will leverage its expertise in advertising, digital, design, and architecture to rejuvenate the 66-year-old Chupa Chups brand.

"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. 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," said Brand Manager of Chupa Chups ANZ, Amelia Goldsmith.

The agency will create content and experiences that resonate with Gen Z audiences on platforms like TikTok and Instagram.

"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,” said Partner and CEO at The General Store, Matt Newell.

Established in 2012 by Matt Newell, The General Store specialises in building brands through expansive creativity across advertising, design, architecture, and technology.