2015 Winners & Shortlists

Brief Explanation

The history and provenance of this renowned honey are essential components of Sidr Honey’s calibre. To seed our creative concepts we first built a story of the ancient farming techniques, medicinal properties and cultural traditions surrounding this exceptional honey.

The Brief

Sidr Honey is typically only available at local markets in the region – a rare and distinctive honey in its purest form, it is often doctored by vendors to maximise margins. Al Shifa wanted to make this special honey widely available in supermarkets and asked us to create packaging to reflect the qualities of this premium honey.

Describe how the promotion developed from concept to implementation

The story of Sidr Honey has been visually crafted into the region’s unique landscape to bring the story of Sidr Honey to life in both Arabic and English

Describe the success of the promotion with both client and consumer including some quantifiable results

The supermarket release of Sidr Honey has created a premium Arabian player in a market dominated by European brands. Already a household name, Al Shifa has been able to elevate the perception of their primary range by reinforcing their regional relevance and expertise in the category.

Explain why the method of promotion was most relevant to the product or service

Al Shifa has been a regional honey player for over 30 years. We have been working with them to raise the overall level of design across their range and launch innovative products to set them apart amongst some stiff competitors.