2010 Winners & Shortlists

Results and Effectiveness

For the first time in Egypt, Kiri is now considered a cooking ingredient hence establishing Kiri cooking platform. KiriFoodLovers.com attained 65,045 unique visitors, 166,188 Page Views, 408 People have received a Friend Referral, and 48,606 Total views on Recipes and Videos. From the supporting sites; Maktoob achieved 9,048,390 ad views, and 43,855 CTR, and Wasfa Sahla achieved 391,134 ad views, and 1,983 CTR.The Facebook Group had 308 members. The product placements in the cooking programs made Kiri segment receive more phone calls than any other segments. Kiri sales increased by 36% after the Ramadan Buzz.

Creative Execution

A TV campaign started a week prior to Ramadan and continued into Ramadan on TV stations that reflected the viewership habits before and during the month. Kiri cheese was also integrated within top rated cooking shows. A website dedicated to Kiri cooking was developed (www.kirifoodlovers.com) which was communicated across all media. Users could see all Kiri integrated cooking shows aired on TV. Top rated cooking and women websites (www.wasfasahla.com) and (http://helwa.maktoob.com) was branded along with sections on Kiri cooking recipes. A Facebook group “Kiri Food Lovers” was established allowing users to share and view/ download cooking recipes. On Print, we partnered with a leading women magazine to bring out a Kiri branded 32 pages supplement with 28 recipes, just before Ramadan. OOH sites were handpicked near major convenience stores to act as a reminder. We created live cooking booths at strategic locations with professional chefs using Kiri cheese.

Insights, Strategy and the Idea

Food brands compete fiercely during Ramadan to differentiate themselves to standout from the clutter in the shelf and media and to capture the highest possible share. Our challenge was to introduce Kiri’s usage as an ingredient in cooking in a market where the price was a key entry barrier. Research provided insights that Egyptian housewives belonging to AB class willing to pay premium price for quality and they are continuously in need for different cooking recipes during Ramadan to please their families and to re-affirm their position at home. Egyptian families shop/ stock for Ramadan typically two weeks prior. Kiri’s strategy was to associate itself with cooking using integrated campaign of TV, Press, online and BTL; targeting AB+ SEC where the need for new cooking recipes and creative culinary tips rises.