2010 Winners & Shortlists

INSPIRING RECIPES

BrandBEL GROUP MIDDLE EAST
Product/ServiceKIRI CALENDAR
EntrantZENITHMEDIA Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Magazines/Newspapers
Entrant Company:ZENITHMEDIA Dubai, UNITED ARAB EMIRATES
Media Placement:ZENITHMEDIA Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

Volume sales doubled in Ramadan 2009 vs. the average monthly sales (source: Bel Middle East) 10 points above the average Kiri volume market share (source: Bel Middle East) +25% sales over Ramadan 2008 (source: Bel Middle East) 6 points jump on volume market share over Ramadan 2008 (source: Bel Middle East) 2nd highest ad awareness within the cheese category (source: Millward Brown) Lastly, Kiri ME Ramadan campaign also got nominated to the Oscars of Bel International.

Creative Execution

We partnered with Saudi’s leading women magazine Laha (135,515 copies) and provided them with a 30 day desktop Ramadan calendars of cooking recipes. These calendars were stylishly designed to match the profile of the magazine and also to be a source of inspiration to Saudi women to cook different recipes. Given the value to the readers, Laha announced the coming of “Kiri Calendar” on the front cover of the last issue before Ramadan with an editorial inside giving a snapshot of the calendar. The “Kiri Calendar” was then glued to the front cover and poly bagged along with Laha’s first issue of Ramadan. An editorial on the product and the calendar was carried inside. A great partnership with the most important glossy title at the most important sales period of the year.

Insights, Strategy and the Idea

Ramadan is the Islamic month where Muslims fast from dawn to dusk. Families getting together for dinner is common practice amongst Arabs. Ramadan provides an ideal platform for Saudi housewives to shine, who are otherwise bored with routine. Organizing large dinners and sourcing out cooking recipes is a challenging task but they take pride in pleasing families and friends. Food brands try their best to capitalize this eating occasion as Ramadan contributes to almost 40% of their annual sales. Challenge was to maintain category leadership and increase sales by 10% over last Ramadan by engaging them in their time-out moments. Saudi women have limited exposure to the world outside and are glued to women magazines as it is their window to outside world and a place where they find inspiration on fashion, beauty or health. Our idea was to inspire Saudi women by tapping into their love for cooking during Ramadan.

Credits

Name Company Role
Ali Basma Zenithmedia Media Manager
Claudine Ghanem Zenithmedia Senior Media Executive
Hend Hossam Zenithmedia Media Executive