Malaysia’s number one homegrown biscuit brand in Malaysia, Munchy’s, has released a festive Chinese New Year (CNY) music video, titled ‘Jia Mun Mun’. ‘Mun’, meaning abundance in Chinese is also the first character of the brand name – Munchy’s. The video plays up the pun of ‘Mun’, and features a catchy tune with Munchy’s wishing everyone more ‘Mun’ (abundance) for the upcoming New Year.
Karen Ong, Senior Marketing Director of Munchy’s said, “We wanted to release a music video to enliven the CNY mood and fill it with wishes of ‘Abundant Joy’. In view of the MCO, we had to get creative with stock images as we couldn’t have a sophisticated production, but the team took it in stride to make it happen so we could cascade our ‘Mun’ wishes for the new year.”
Besides the ‘Jia Mun Mun’ video, the campaign is amplified through TikTok activation featuring influencers, Gaston and Jeii, and a personalised TikTok message from the Munchy’s executive committee.
Karen added, “We knew this CNY would be muted and different, however, the tradition is to welcome in the new year with positive wishes. So all of us at Munchy’s thought, why not extend this message directly to our employees to help keep spirits high. What better way than through a cheeky, authentic video from the people behind Munchy’s – our very own Exco members!”
Chief Executive Officer of Munchy’s, Rodney Wong said, “Just as our biscuits bring joy and bring people together during festive seasons, we too chose to share the faces behind the brand to create an abundance of fun to share with our consumers. This is our show of solidarity with our employees and all Malaysians.
“As you can see, it was a completely authentic DIY home shoot using our smart phones. It was very encouraging to hear from our employees who reached out after our video went out. The sentiment was that they were surprised and touched by this gesture from management as they have missed the face-to-face greetings and lunches in the office. Hearing this feedback from our employees makes it all worthwhile, and we truly had a lot of fun in wishing everyone more ‘mun’.”
The campaign runs through the CNY period, and features a limited edition CNY Munchy’s gift pack and collectible angpows that come in a set of four for Malaysians to share the abundance around.
The music video was released on YouTube and Facebook, and to date has over 1.5 million views. The video was released in Mandarin, but true to Malaysian roots is captioned in both English and Bahasa Malaysia.