2015 Winners & Shortlists

Creative Execution

On March 1st, we asked moms what made them the kitchen heroes they are today. Two days before Mother’s Day, two lucky winners were chosen to spend the day at Henkel’s, only to be greeted by the man himself; Chef Sherbiny. The two winners were stars of our first two webisodes of “Pril’s Banquet”, our online cooking show on Pril’s YouTube channel. On Mother’s Day, fans woke up to the videos and a thank you note from Pril for their trust over years. After a major head start, Sherbiny would cook fans’ requests in bimonthly webisodes, ensuring the platform’s continuity.

Results exceeded both KPIs and expectations. We achieved 356% increase in fan base vs. KPI, 1100% increase in average engagement rate vs. KPI and 63% increase in video views vs. KPI. YouTube also enhanced TVCs reach by achieving 1.8% incremental reach over TV. Engagement generated by Chef Sherbiny’s endorsement and the ensuing community that was developed solidified Pril’s social dominance against competition. Online success paved the way to bigger and better things. Kitchen Heroes helped boost Pril’s sales volume by 18% vs. 2013, exceeding previously set target and scoring the brand’s unprecedented increase in sales volume since 2013.

Pril’s plans to launch its new partnership with Egypt’s favorite Chef Sherbiny coincided with plans to launch the brand’s social assets. Our launch recipe included challenging ingredients. First, the launch of a new formula with a new brand spokesman that is highly popular but also highly utilized by other brands. Second was the relevant, but overused, cooking platform. The third was Mothers’ Day, an event where females are bombarded with messages. Both Pril and Sherbiny maintained their respective leadership among females of all SECs within ages 20-55. Meanwhile, on YouTube, there are more than 58 million monthly views on cooking videos from the MENA region, making food and recipes the 4th most viewed category. When it comes to cooking, everybody’s mom cooks best, and Egyptian moms in specific are famous for the wealth of their culinary knowledge. With such a universal, solid insight, we decided to put it to work.