2015 Winners & Shortlists

Brief Explanation

Being the leader before the events which led to Radwa being out of the market made the campaign a challenge as the competition had intensified with the addition of new and powerful players in the industry. It was also key for the communication to show the quality of Radwa and that the leader is back. Absence of Radwa name from the retail shelves had also led to lapsed Top Of Mind and recall for the brand which was a mountain in terms of challenges.

The Brief

Saudi Radwa was the leading brand in poultry meat in Saudi Arabia. After an accidental fire burned downed the operation, it took them 4 years to recover and be ready for a re-launch. The brief was to develop a campaign with emphasis on the “Radwa is back” platform. The campaign objective was to stimulate the old Radwa users that their favorite chicken is back and draw in new users who are looking for the best in chicken.

How the final design was conceived

Since the message was a specific "Radwa is back" line, the visual had to show the best chicken is back therefore the need for a majestic chicken as the hero of the visual. Using a picture of a chicken was not giving us what the visual was supposed to convey thus the decision to use a high quality and stylistic illustration. The visual was also supposed address the high quality corn fed to the chicken, thus the use of a corn field and close up fresh corn cobs as a key component.

Indication of how successful the outcome was in the market

The campaign was hugely successful and enabled Saudi Radwa to quickly start garnering a significant share in the market. Production was beyond projections and is currently increasing by the month.

The primary target is females who are 25+ years old, well educated, outgoing, trendy, independent, modern, loves to be noticed and seek for the best in her life. She is the one who decides the cooking process. Saudi Radwa strives to provide the best poultry meat products in the market and is well known for its strong market base; before its hiatus and in the few months it has been back in the market.