2014 Winners & Shortlists

Results and Effectiveness

All efforts paid off yielding great results for our brand, highlighting the fact that Tuc is the heart of snacking on the go. 1) Net revenue grew by 22.7 % VS.2012. 2) Market share grew from 69.9% to 88.3% from the Salty biscuits segment. 4) Consumption grew by 17 points. 5) On-the-go association increased from 21% to 32% As a result of the activation astounding digital results were achieved as well, the fan page acquired a total of 359 K fans and ranked 3rd in the highest engagement pages in Egypt by the end of the year.

Creative Execution

Egypt’s cities are known for their catastrophic traffic jams causing youth to spend hours going from place to place literally getting stuck bumper to bumper. Worse yet, the biggest jams happen on highways where there is no access to any food, ANYWHERE. To help our hungry youth out, we unleashed the TUC rescue team; a squat team of yellow motorcycles that took the streets of Cairo and Alexandria, to be spotted from miles away equipped with yellow jackets, helmets and goggles, and packs of TUC. Taking the streets during rush hours, our squad squeezed between bumpers in two lane streets that were hosting five lanes of cars supplying our satisfying salty snack, to youth that were trapped on the go. Maneuvering like ambulances on a mission to rescue, Egypt's hungry youth eagerly rolled down windows for their savior snack!

Insights, Strategy and the Idea

Snacking is the biggest spending category in Egypt with brands having access to a sea of budgets putting them literally everywhere. Chips, and rusks brands lined the streets with multi million pound outdoor campaigns, campaigns we could never afford, and worse than that our positioning was all about being the perfect on the go salty snack for young adults. Competing with giants, we needed to clearly differentiate ourselves and our restricted budget was holding us back from owning the streets. We were also facing another huge challenge, our youth didn’t identify us as a snack on the go. How were we going to beat our competition and stand out for this target on the go? We needed to create relevancy when hunger strikes most often by taking back the streets. Introducing the TUC rescue team