2010 Winners & Shortlists

Results and Effectiveness

Reached 5 million women across the GCC region. (Source : PARC viewership data) Kraft-branded recipe book was distributed to 90,000 women (Source : IPSOS NMA) In KSA, Volume share increased by 7.3% (Source : AC Nielsen) Spontaneous advertising recall increased by 7% points (Source : TNS Ad-Tracking ) Key image attributes exhibited a significant uplift. (Source : TNS Ad-tracking) •‘Best tasting cheese’- jumped by 8% points •‘Contemporary/modern brand’ – an increase of 4% points The Kraft-branded website received 56,470 page views + 717 recipe submissions in just 6 weeks. (Source: MBC Online)

Creative Execution

Upcoming TV chef Eva Rihani, a former housewife turned cooking celebrity, was identified as the ideal choice to play show host. To star in a Kraft Cans production & cook with Eva, all viewers had to do was send in their blockbuster recipes via a Kraft-branded microsite. The brand benefited from full-integration within the show including product placement, on-air usage and program idents all designed to demonstrate the brand’s versatility. The Kraft-branded microsite became a community of cooking lovers enabling users to watch ‘on-demand’ videos as well as blog and interact with Eva. We extended the MBC partnership with their TV entertainment magazine, Haya MBC, where we offered a free recipe book featuring all recipes “as seen on the show” and creatively placed prompters for the show in their dedicated TV listings guide. Furthermore, branded features, editorials and PR articles ran across all the leading women’s weeklies.

Insights, Strategy and the Idea

Our challenge was to shift the perception that Kraft Cheddar is not modern and versatile enough for contemporary cooking needs. Research showed that Arab housewives dream of sharing their unique ‘kitchen knowledge’ with the world. However, the GCC societies currently offer women very limited outlets for self-expression. Our strategy was to create a platform for Arab housewives have her 15 minutes of fame to showcase their unique cooking skills. Since cooking shows as a TV genre had become clichéd, we realized that we had to create something disruptive. So, we partnered with the Arab world’s biggest entertainment channel MBC1 to create “Kraft Cans Productions”. This was region’s first ever interactive cooking talent show and was placed within a live entertainment show- the immensely popular MBC1 Morning show. The show gave 4 lucky women a chance to show-off their cooking skills to the world.