Munch It brought fun, excitement and thrills not just to the housemates but to viewers as it took over the 2026 Big Brother Naija show in a storm, continuing a tradition of using engaging task to bring its “Non-Stop Munch, Non-Stop Fun” promise to life.
The snack brand’s latest activation was the season’s 10th sponsored brand task, transforming the BBNaija Arena into a playground of competition, teamwork, and entertainment. The activation also fits neatly into Munch It’s long-standing marketing proposition: positioning the snack as a companion for moments of fun, whether during games, movies, music, television, or casual hangouts. Previous Munch It activations have similarly centred on multiple consumption occasions and interactive entertainment.
The brand’s approach also reflects the wider business objective of its distribution and manufacturing ecosystem: delivering quality products at accessible prices while creating value for consumers. Multipro Consumer Products, part of the Tolaram-Kellogg ecosystem, states that its mission is to delight end consumers with quality products at affordable prices, with customer service and consumer satisfaction at the centre of its operations.
Beyond the games, the BBNaija platform gave Munch It an opportunity to put its product range directly in front of a large entertainment audience. The brand has traditionally been known for its Sweet Surprise, Sour Cream & Onion, Classic Delight and Cheesy Stix varieties. More recent retail listings also show products such as Creamy Crunch, Hot Chilli, Corn Pops and Puffs Cheese Balls, demonstrating the brand’s expanding range of crunchy snack options.
The varieties lend themselves to different snacking moods: Sweet Surprise offers a sweet-and-savoury experience, Sour Cream & Onion brings a tangy savoury taste, Classic Delight provides a more familiar crunchy option, while Cheesy Stix delivers a cheese-focused flavour. Corn Pops, meanwhile, have also been promoted as a movie-time companion.
For the BBNaija 2026 activation, Head of House Barry helped organise a lucky dip that produced five teams: Team Loveable Snack, Team Cheesy Snack, Team Sassy Snack, Team Smooth Snack and Team Spicy Snack. Official BBNaija updates confirmed the team compositions and the progression of the task.
Team Sassy Snack opened the competition, followed by Team Cheesy Snack, Team Loveable Snack, Team Spicy Snack and Team Smooth Snack.
The first challenge tested knowledge and coordination. Two representatives participated while an opposing team member monitored the quiz. One housemate burst balloons to retrieve questions, read them aloud, and the other selected answers from a bowl of objects and balls before placing the chosen answer on a board.
The second game shifted the focus to physical strength. Representatives from opposing teams stood on elevated platforms inside a circular structure and used sticks to push each other off. Victory went to the contestant who successfully knocked the opponent from the platform.
The third round tested strength, speed, agility and intelligence, ending with team members solving a crossword puzzle.
When the scores were tallied, Team Loveable Snack, Chimsom Chuka, Bells and Tram emerged victorious. They returned to the house to cheers and congratulations, with Flora congratulating Tram and Temi Nkem embracing him.
The task was supported by a social media campaign in the build-up to the activation, extending the Munch It experience beyond the television screen and giving online audiences another entry point into the brand conversation.
For Munch It, the BBNaija task therefore served more than a sponsorship function. By combining product visibility, games, competition and social engagement, the brand turned its “Non-Stop Munch, Non-Stop Fun” proposition into an experience, putting both its products and its playful personality at the centre of one of Nigeria’s biggest entertainment platforms.