2009 Winners & Shortlists

The Brief

Chili’s wanted to come up with a unique approach to Ramadan; one that showed discretion and understanding towards those fasting, displayed its fun brand values and increased customer loyalty.

Creative Execution

Chili’s prides itself on being colorful, vibrant, fun and family-focused. With our light-hearted games and puzzles, this campaign had all of these qualities. Most importantly though, it was responsible, tasteful and showed and a unique understanding of the Middle East during a time of religious observance that is often overlooked by marketers who don’t understand its significance.

Describe the creative solution to the brief/objective.

We launched the Curb Your Cravings Campaign with a book of games, puzzles and riddles to take your mind off food. While they initially distract you from your hunger, each solution contains a subtle reminder that brings you back to Chili’s (such as the fridge magnet that reveals the Chili’s delivery number). There was no insensitive display of mouthwatering food as is so often the case during Ramadan, and as a result the campaign was a huge hit with consumers.

Results

10,000 books and fridge magnets were produced, all of which had been claimed within two weeks of the campaign launching. Our delighted client requested that it be recreated 3 times during the year. Of major significance was the campaigns’ remarkable success amongst children. It’s no secret how important it is to keep the kids happy in order to bring the family back time and again. This ensured that we comprehensively satisfy our challenge of increasing customer loyalty and have made Chili’s the most popular casual dining restaurant in the Middle East.