U.S. baby brand Munchkin appoints MediaCom Melbourne to help launch it into Aussie market

MediaCom Melbourne has been selected to help Munchkin, the leading baby product company in the US, as it prepares to launch in Australia later this month.

Tasked with developing its new market entry strategy, MediaCom will also assist with media planning and buying across digital and traditional channels, performance reporting and analytics. The activity is the first foray into the Australian market for the brand, whose products are sold in over 45 countries and have won hundreds of awards.

Says Steven Dunn, chief executive officer, Munchkin: “We chose MediaCom as our media partner because of their innate knowledge of the Australian media landscape and their proven experience with FMCG. In addition, we know parents are researching and purchasing online more and more, so we needed an agency that had digital at the heart of everything they do.”

Says Willie Pang, chief digital officer, MediaCom: “The market for infant formula is cluttered and littered with regulation. Munchkin needed an agency partner to cut through the confusion and deliver a comprehensive, digitally led strategy to bring their innovative, yet unknown, brand to market. We’re excited to work with Munchkin and drive some fresh thinking within the category.”

For over 25 years, Munchkin has been leading the way for baby lifestyle products globally. Renowned for its commitment to innovation and creativity, Munchkin is now bringing its expertise to Australia with the launch of the world’s first 100% grass fed infant formula.

The appointment is effective immediately, with work on Munchkin Grass Fed Infant Formula hitting the marketplace May-16.