Results
- Engaging mums
- Reached more than 9 million mums
- We doubled hits to the Munch website during the campaign
- Got mums to get creative and discovered more than 100 budding authors who each wrote 700 word story
- Achieved record market share – increase of 3.2% compared with previous year
- Excited the retail trade buyers – helped get the product back on shelves where it had been de-listed
Challenge
Reinvigorate Munch Bunch and bring the brand heritage up-to-date whilst reviving the ethos of its roots via the launch of a new on-pack character Munch The Cow.
Solution
We took the brand back to its storytelling roots with a modern edge: a search for mums who can create exciting children’s stories for a series of podcasts.
To launch the campaign, we enlisted the help of celebrity mum Gail Porter as the voice of new character, Munch the Cow. Working with our ambassador provided great inspiration for mums well as a hook for communicating the competition and gaining coverage through radio and print interviews. By working with a child psychologist we also brought to life the importance of storytelling and getting creative to a child’s development.
