Cream Crackers is the largest segment in the biscuit category. While every cracker in the market comes in the same boring shape - a square, Munchy's Cream Crackers is dip-sized. It is designed based on the understanding of Malaysians' way of eating crackers - dunking.
It is a stagnant category, and the brand was also fighting for the attention of a target segment – working female Malays with families. It had a small budget to create maximum impact.
The dip-sized cream cracker is a perfect companion to any steaming hot beverage. Hence, the agency positioned Munchy's Cream Crackers as Kawan Cawan Anda (your cup's best friend)!
It decided to tie-up with Media Prima and leverage on celebrity newscaster Azizah Ariffin, in order to create affinity with the female Malay community. Instead of using her merely as endorser, the agency played up on the 'Kawan Cawan Anda' tagline by weaving her into a story.
The story features Azizah Ariffin on her tea break after a filming session. When she is about to dip her Munchy's Cream Cracker into her coffee, a swarm of cups rush towards her, fighting for her attention. They almost seem to say “Pick me! Pick me!” as she is holding onto her cream cracker.
Munchy's cream cracker sales by grew 18 per cent year-on-year, without aggressive discounts and promotions. It represents nearly four times more than the cream cracker segment overall growth.