2013 Winners & Shortlists

Results and Effectiveness

GLAD achieved 9% value share in the Foil category in only 10 months from launch with total awareness of 81% and usage of 25%.

Creative Execution

We launched with a series of 4 TV spots, each highlighting a particular product within its usage context. This was supported by a CSR campaign during Ramadan, with the objective of feeding needy children in West Africa, supported by in-store activation and Radio. Thus establishing that GLAD ‘does good’ as well. We created the GLAD Arabia Facebook page where fans could celebrate the goodness of homemade food with GLAD as the ‘protector.’ In May, the GLAD Arabia cooking challenge was launched. The first step was to upload a picture of their favorite dish. The top 20 entries were asked to cook another dish and take a picture of it along with a GLAD product. The six finalists competed in a live event in front of popular chefs and judges. The winner won a culinary trip for 2 to Thailand and became the face of the brand for a brief period.

Insights, Strategy and the Idea

GLAD, known for quality food bags, cling wraps and plastic food storage containers, was about to launch aluminum foil in the ME region to complete its product range and dominate the food storage category. Our challenge was to launch foil, while maintaining strong growth for the rest of GLAD products. Foil was to be an enabler for the entire GLAD range. Arab women take great pride in cooking for their families. What matters most to them is their families’ appreciation for their effort. Regionally, there is a misperception that ‘left-over food means wasting food.’ There was low awareness about how food bags and wraps can help protect and preserve the freshness of food for later use. This was an opportunity for GLAD to educate consumers and differentiate itself from competitors. Our overall idea was simple – portray GLAD as the protector of home food goodness. ‘GLAD. Keeps good food, good.’