2010 Winners & Shortlists

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) 284,000 recipes were downloaded on the Bluetooth mobile phones within three weeks. Lastly, Kiri ME Ramadan campaign also got nominated to the Oscars of Bel International.

Creative Execution

A TV commercial based on theme of the calendar of cooking recipes was aired two weeks prior to Ramadan and continued into Ramadan, on TV stations that reflected the viewership habits before and during the month. A 30 day Ramadan calendar was polybaged along with the leading Saudi women magazine on the first issue of Ramadan.. Given the value to the readers, the coming of “Kiri Calendar” was announced on the front cover of the previous issue. We took over 39 malls across Saudi, some of them being exclusive women malls and placed 76 Bluetooth access points on Kiri branded display units which were strategically placed at high traffic areas. Cooking recipes were beamed across to Bluetooth activated mobiles two weeks prior to exploit the pre-Ramadan shopping period.

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. Due to Saudi's restrictive culture, Television, women magazines & shopping malls provide Saudi women with a window to the outside world. Saudi women have found bluetooth & MMS a perfect tool to express themselves. Our idea was to capture these timeout moments and their love for cooking during Ramadan.