2015 Winners & Shortlists

Creative Execution

The video was filmed as a homemade finish, natural lighting, and fixed camera position. The video was uploaded on Munch Bakery YouTube channel, and was promoted to friends and family using a Whatsapp message with the video link. A 15” trailer was published on Munch Bakery Instagram profile to lead followers to watch the full video on YouTube.

The video achieved 1 Million views within 4 days from launching date and was featured on YouTube home page as “Most Watched” in Saudi Arabia, then reached 1.7 Million views within 2 weeks, since then the viewership is growing at 7,000 to 10,000 views daily. Munch Bakery YouTube channel subscribers increased from 1,600 to 8,500+ within the period of 6 weeks. We have witnessed an increase of 15% in footfall and 8% in daily transactions.

Munch is an innovative gourmet bakery that started around the idea of sharing happiness and smiles with friends and family through mouthwatering delights. The brand positioning stems from the warm and friendly customer experience that concludes by saying “Thank You Very Munch” to our customers and visitors. The statement grew to become a catchphrase used by Munch lovers in their social life every day. Munch created an entertaining viral YouTube video to reinforce its catchphrase that grew virally in the first place. Yet, there is a critical challenge; the positioning statement is in English while the target audience is Saudis and Arabs living in Saudi Arabia. The strategy was simple; demonstrate the positive chain-effect of Munch Bakery’s positioning “Thank You Very Munch” and how it turns an awkward moment into a memorable one.