MediaCom Melbourne has been selected to help Munchkin, a baby product company making tracks in the US with its 100 per cent grass-fed infant formula, as it prepares to launch in Australia later this month.

Tasked with developing their 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 brand’s first foray into the Aussie market, with products already sold in over 45 countries and nabbing a swag of accolades.

Munchkin chief executive officer Steven Dunn said, “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.”

Willie Pang, chief digital officer of MediaCom, added, “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.”