Malaysian Media Awards Winners Showcase

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Challenge
There was a plethora of Healthy products advertised daily as more Malaysians got onto the Healthy bandwagon. Krunch had to fight for Share-of-Mouth in this cluttered segment, not just against Biscuit players. An even bigger challenge, Healthy is boring. Krunch needed to stand out. Krunch needed to restage Healthy!

Solution
Working women constantly feel that they never have enough time to do everything. What more find time to exercise. So we gave them a trendy, quick & easy, lifestyle solution! Together with leading fitness chain, Fitness First, we specially created “Krunch Moves”. It comprised of 11 branded exercise routines that were invented to fit into different contexts of their life! To propagate Krunch Moves, we got an iconic health enthusiast onboard- Miss Universe Malaysia Deborah Henry.

Execution
Krunch Moves came alive in 12 minisodes within NTV7’s Bella, a modern working women’s program. For 3 months, Deborah demonstrated how easily Krunch Moves fitted into a busy woman’s life! One moment, she did Krunch Moves in the office and another before preparing dinner in the kitchen! Every Krunch Moves ended with Krunch’s signature gesture which resembled an ‘OK’ sign and we demonstrated seamless product integration as Krunch biscuits completed Deborah’s daily, healthy regime.

Results
Krunch Moves helped the brand stand out amidst the clutter. Krunch had seen an increase of consumption by a whopping 14%! Brand Imagery of ‘Good for Health’ increased by 27%. The campaign reached 5.7 million women!