An iconic candy that’s made in the Lehigh Valley will be coming to life on a screen near you.
Just Born Quality Confections has teamed up with Emmy-nominated actor and comedian Kenan Thompson for the We Got’chew campaign featuring Mike and Ike fruit-flavored candy.
The national marketing campaign will introduce Mike and Ike as live character personalities for the first time.
In a news release, Bethlehem-based Just Born said the campaign will position Mike and Ike “as the candy companion for life’s everyday little dramas.”
Thompson, who is best known for his 23 seasons on “Saturday Night Live,” will make his commercial directorial debut making four humor-driven hero spots — 30-to-60 second commercials designed to anchor a major campaign — along with behind-the-scenes footage.
“The best comedy comes from situations people instantly recognize,” Thompson said. “What I loved about this campaign is that it takes those everyday moments we’ve all experienced and looks at them through the perspective of Mike and Ike. They’re funny, a little ridiculous and surprisingly relatable, which made them a lot of fun to bring to life.”
Thompson said the We Got’chew project was the perfect way to make his debut as a director.
“What drew me to Mike and Ike is that the brand already has a playful personality,” he said. “The creative gave us permission to have fun, make big comedy choices, and not take ourselves too seriously. As someone who’s spent a career making people laugh, that felt like a pretty great place to start.
“It was the right project to step into directing because the team was willing to be creative, take chances, and really lean into the humor,” he said.
Meenakshi Trehan, chief growth officer for Mike and Ike said, said the campaign is “one of the most exciting things we’ve ever done as a brand.”
“For more than 80 years, Mike and Ike have been iconic names, but fans have never actually had the chance to meet them,” Trehan said. “Now they have personalities, opinions and a unique way of looking at the world. They’re funny, a little absurd and always ready to help people chew through life’s little dramas.
“We see them becoming an extension of the brand’s playful spirit and a way to engage with consumers far beyond the candy aisle.”
Just Born appears to be riding a rising wave as the entire candy industry grows.
The National Confectioners Association reported a record $55 billion in sales in 2025. Sales are expected to rise another $7.3 billion by 2030, according to the NCA’s 2026 State of Treating report.
The report said chocolate represented 51.7% of confectionery sales, but nonchocolate candy gained ground, growing from one-third of market share in 2015 to 40.9% in 2025.
Boomers prefer traditional milk and dark chocolate, while Generation Z and millennials favor gummy, chewy and freeze-dried candies, the report said.
Trehan said reaching out to younger generations was an important part of the campaign.
“These audiences were incredibly influential in our creative direction because they’re constantly navigating culture, content and conversations in real time,” he said. “They appreciate humor, relatability and brands that don’t feel overly polished or self-important. That’s why the campaign focuses on everyday micro-dramas and uses character-driven comedy to connect with people in a way that feels entertaining rather than promotional.
“We wanted Mike and Ike to show up the same way a friend might, whether that’s with a joke, a different perspective or a reminder to laugh at the situation.”
Morning Call reporter Evan Jones can be reached at ejones@mcall.com.