Campaign details

Brand: Munchy's Lexus
Brand owner: Munchy's
Lead agency: Naga DDB Tribal Malaysia
Contributing agencies: Universal Mccann Malaysia
Country: Malaysia
Industries: Bread, cake, biscuits
Media channels: Games & competitions, Online video, Point-of-purchase, in-store, Television
Budget: Up to 500k

Executive summary

Lexus, a cream sandwich biscuit brand, needed to win over Malaysian mums with a product format that wasn't new. Not only were we competing in a commoditised category, we were also a young player up against heritage brands: Oreo's and Julie's. This is a story of how Lexus found a way to reach Malaysian mums with an insightful point of view that touched their hearts.

The core objective of the campaign was to drive trials and purchase that leads to increase in penetration and market share.

Market background and cultural context