2011 Winners & Shortlists

The Brief

Hot Sauce is an emerging product within the Goody portfolio and is a small player in a category dominated by Crystal (another local HS brand). One of the hottest spots for HS in KSA are local cafeterias called ‘boofias’; which are low end snack restaurants that are found on every corner. The ‘boofia’ operators were using Crystal hot sauce because Crystal reached them in an efficient manner – while keeping in mind that distribution wasn’t Goody’s Hot Sauce strength. We also knew that strengthening the distribution of Goody Hot Sauce in this segment was not enough.

Creative Execution

This made the ‘boofia’ happy to make money and get free wrapping paper and bottles and it kept Goody Hot Sauce happy to reach consumers in an unexpected way. The cost of the implementation of this act was almost negligible; we just printed the sandwich wrappers, and gave each ‘boofia’ a cartoon of free hot sauce. But in terms of reach it was very high with strong penetration as the average boofia has about 150 visitors a day.

Describe the creative solution to the brief/objective.

The challenge was to come up with something unconventional that will make the ‘boofia’ operator use Goody Hot Sauce, while at the same time introduce people to the Goody Hot Sauce product. Sandwiches are wrapped with paper wraps. As Goody HS is a taste enhancer, we designed sandwich wrappers with a message: ‘the taste that wraps each bite’. Then we gave the ‘boofia’s’ the sandwich wrappers for free in addition to Goody HS bottles.

Results

Overall results were very strong; pre campaign Goody Hot Sauce had no presence in Boofia’s, within the course of 9 months, Boofia owners have embraced the product and is now available in many Boofia’s. Although Crystal still maintains a grip in Boofia’s Goody Hot Sauce was able to gain significant share and presence in Boofia’s. Additionally as tens of thousands of sandwiches were wrapped in branded Goody HS paper, awareness amongst both Boofia operators and customers has gone up significantly.