In 2016, Fazer doughnuts got a completely new identity and shopper concept: Fazer Munkkibaari. The branding was a success on the sweet bakery shelves. 

To top last year’s home run, the brand needed marketing communication that would dramatise what Munkkibaari stands for: there’s always room for a little more joy in life.

Our target group, the youth, prefer other category treats, as they find them more interesting and suitable for their sweet moments.

We knew young people actively search and follow humorous content from social media and learned that some missed similar content from Fazer Munkit. So, we decided to do just that – by bringing the doughnuts to life.

We created a three-episode social media series where a bunch of doughnut friends with their unique, silly characteristics discuss their daily doughnut lives in a bar in Munkkiniemi.

Finns went bonkers. The Munkkibaari series became an instant hit in social media and – most importantly – sold a staggering, historical amount of Fazer doughnuts.

The success of 2016 meant that this year’s aim for doughnut sales was placed really high. Still, the Munkkibaari series achieved its difficult sales target of +20%.

During the campaign, in only four months’ time, our main target group’s brand preference grew by +12%.

And all this with a minimal media budget.