2013 Winners & Shortlists

The Brief

Aluminum Foil isn’t the most interesting thing to talk about, and most foils harp on about strength. Diamond, a market leader in the region, wanted to move away from functional messaging and connect with consumers in a new way - by telling them that foil is an integral part of most recipes, and the best way to cook simple, fresh food.

Creative Execution

Most people use foil in a certain way. Predominantly for wrapping or covering food. Our Supermarket Tray Messaging encouraged a different usage for the foil, such as grilling, baking or roasting. It was quirky and fun and made Diamond Foil more relevant than its functional competitors.

Describe the creative solution to the brief/objective.

We felt that the right time to talk to people was when they were about to start cooking. So we created supermarket tray messaging - small messages that were hidden under the proteins in the ready-pack trays you pick up in supermarkets. The messages were in the style of a 'Last Will & Testament' from the Fish, Chicken or Beef you were about to cook with, and as a last request, incorporated a quick and simple recipe suggestion that included Diamond Foil. When people opened the packs at home and removed the proteins, the message was revealed.

Results

In a recent household products survey, Foil was in the bottom 5% of low involvement products. Since Diamond Foil is the market leader in the Middle East, this was our effort to spark a conversation and change that balance, and at least get it higher than Dish Washing Liquid! By encouraging different uses of foil in the cooking process, we helped Diamond foil increase usage and therefore sales.