Giving a second life to Munchmallow’s packaging

Munchmallow turns packaging into play

Munchmallow reimagined its outer packaging by printing robot-building instructions inside each box, turning every pack into a collectible toy. The creative campaign featuring 15 unique robot designs has driven increased brand engagement and repeat purchases.

The Challenge

Munchmallow has been charming consumers for decades and has been a part of growing up for many generations. The brand was looking to create an immersive consumer experience and had the idea of creating a robot toy using the unique shape of the biscuit. As a valued supplier and packaging partner for over 40 years, we were asked for help on how they could realise this idea.

The Approach

We came back with the idea of using the outer pack to construct the robot toy with the assembly instructions printed on the inside of the pack. This concept was fully embraced by the Munchmallow team who designed 15 different robots. Our role was then to optimise the production of these 15 different printed boxes to ensure it was financially viable.

The Result

By working collaboratively to make a concept a reality, a high-impact marketing campaign has now been launched by Munchmallow. Spanning TV commercials, social media, and outdoor media, the campaign is successfully growing both brand engagement and sales through repeat purchases from consumers wanting the next robot (and more tasty biscuits of course!).