Munchee: Disappearing influencers

Biscuit brand Munchee 'unpublished' some of the country's biggest online influencers to highlight the importance of imagination to children in Sri Lanka.

Campaign details

Brand: MuncheeBrand owner: Ceylon BiscuitsLead agency: Wavemaker Sri LankaContributing agency: Magnus Creative (Pvt) LtdMarket: Sri LankaSector: Bread, cake, biscuitsMedia channels: Word of mouth, influencersBudget: Up to 500k

Executive summary

Munchee is Sri Lanka's number-one fmcg brand (Kantar World Panel), loved by Sri Lankans of every demographic segment. Munchee operates in an extremely competitive market (biscuits) and is a strong market leader with over 60% share.

Being in the biscuits category, Munchee's primary target group are kids and young adults. Munchee has always been...

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