February, 18, 2019
Munchee Super Cream Cracker, the country’s most loved cracker biscuit, is sponsoring an exciting new sports program that taps into Sri Lanka's continuing obsession with international cricket. Called “Munchee Super Cream Cracker Legends”, the program features cricketing personalities who have played quality cricket and earned the love and trust of the people.
According to Romesh Jayathilake, Assistant Marketing Manager at CBL, “’Munchee Super Cream Cracker Legends’ is a thrilling new sports program that will create a greater awareness about Sri Lanka’s cricketing legends and how they brought glory to Sri Lanka, focusing on the methodical, hard work and dedication they brought to the game both on and off the field.”
He added: “Munchee Super Cream Cracker is undoubtedly the most loved biscuit in Sri Lanka, with a 70% share in the cracker market. Research also suggests that during any given minute 4,000 people consume Munchee Super Cream Cracker. Just as Munchee Super Cream Cracker is beloved, so too is cricket, which is widely accepted as Sri Lanka’s favorite sport. Making this program the perfect vehicle for our brand.”
Going beyond the field, the Munchee Super Cream Cracker Legends program offers an intimate portrait of these well-respected figures, delving into the history of how Sri Lanka Cricket was developed and their respective roles in its development.
The programme was kicked off with brilliant interview with Aravinda De Silva that aired on the 14th of February 2019 on Dialog TV’s The Papare channel. Munchee Super Cream Cracker Legends will also feature icons like Kumar Sangakkara, Romesh Kaluwitharana, Rangana Herath, Chandika Hathurusingha, Asanka Gurusingha, Upul Chandana, Ranjith Fernando and many, many more.
ThePapare.com revealed, “Munchee Super Cream Cracker Legends will give the audiences never-before-seen access to the most cherished cricketing memories and accomplishments of our cricketing legends. In addition to sharing their legendary knowledge and experiences, they will also weigh in with advice and motivational thoughts to help today's young cricketers.”
Further, to keep the interviews on point, so as to go after all the truly juicy details, Munchee Super Cream Cracker Legends interviews will be conducted by the well-respected sports personality Rex Clementine, a top journalist, and author of “From Rags to Riches,” who has covered over 100 Test matches to date, travelling to all Test playing nations except Bangladesh.
Commenting on the launch of this innovative sports program. Dialog TV stated, “From Sri Lanka’s first Test centurion to the hero of its revolutionary World Cup win in 1996, The Papare.com’s Legends segment is dedicated to those who broke ground in the Cricketing arena, inspiring generations of cricketers in the Island nation.”
As an endorsement of its superior quality and best practices adopted during its manufacturing process, Munchee has been awarded multiple times in the past, including winning at the prestigious SLIM Brand Excellence Awards. It was also adjudged “Sri Lanka’s Number 1 FMCG Brand” by Kantar World Panel in their recently published “Brand Footprint Report”. Further, Munchee’s focus on best practices and brand excellence has allowed it to become a catalyst and trendsetter in its field, elevating the local biscuit industry to greater heights.