Chewchat has now been revealed as the basis for a marketing campaign for Kellogg's launch of a new product called Fruit Winders. Chewchat is a new visual language created and developed by Hard Reality, Leo Burnett's Digital Creative Agency, that builds and enforces a truly interactive experience.Hard Reality has turned Fruit Winders into a cutting edge, kids messaging system on chewchat.com. By creating Chewchat, a secret, iconic language, this form of communication is reinforced through a variety of channels such as merchandise and printing on the food itself. Because kids develop their own meaning for these symbols, the language remains exclusive to their own group of friends.Hard Reality designed an unbranded website that introduces the symbols and which has then been further developed through a digital marketing campaign. The secret language is initially seeded through designated 3rd party sites. Chewchat and the Real Fruit Winders were invented and developed by designer Steve Williams and Stuart Harrison, whilst at Hard reality.Hard Reality created and developed the Winders characters and has been playing a major role in helping Kellogg's integrate the characters and language into their packaging and other forthcoming promotion including Backing Paper Cartoons, Chat Rings and Winders Dispensers.Chewchat introduces three characters to the kids and these characters are an integral part of the campaign and represent 3 different fruit flavours of Fruit Winders. On the site the personality of the characters is further developed. Visitors to the site are incentivised to hunt down 'terrified' fruit, flatten, stretch and wind them up, this then produces the product itself which surprisingly enough is called 'Fruit Winders'.