In a move to increase relevancy with youth and become the go-to snack for gamers, Oh Henry! is partnering with the live streaming service, Twitch. Last year, the confectionery brand launched its pretzel and nut Level Up bar as part of the brand’s longstanding positioning around owning “hunger”. With every purchase of an Oh Henry! Level Up bar, consumers can receive Bits, a virtual currency used by Twitch users to support streamers and access special features on the platform. 

UM led the partnership with Twitch and developed the media strategy for this campaign.

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