2015 Winners & Shortlists

Results and Effectiveness

Our native content strategy worked! A pre and post campaign research indicates: o Our content received more than 10MM page views from over 1MM unique users o California Garden sales grew by 10% o Brand awareness increased from 89% to 91% o Consumption of fava beans more than once a week increased by 20% o 100% of respondents understood that fava beans are rich in essential nutrients All of this in just six months! California Garden Foul – the new super food!

Creative Execution

We partnered with Yahoo!, the region’s leading consumer portal. We used their influencers to develop unbranded native content to intrigue and educate consumers about the benefits of foul and why nutritionists were touting it as the next big super food. The content included 96 informational pieces ranging from articles, galleries, infographics and videos from credentialed dieticians and nutritionists. We released each piece building the super food story and leading up to the benefits of HGH in muscle & bone development and skin & brain cell rejuvenation. Athletes were drawn to content related to performance and muscle growth. Women enjoyed content related to beauty and improved skin tone. And parents were keen to read content related to child development. Suddenly, we opened the market to brand new segments and broke out of the ‘weekend family breakfast’ only consumption pattern. Soon, foul became the super food that captivated everyone, every day.

Insights, Strategy and the Idea

California Garden is the leader in the canned foul (fava beans) category with 60% market share. Foul, an unremarkable weekend breakfast food for most Arabs, had been relegated to the back of kitchen shelves. So how do you grow sales? The answer was in growing the entire category by changing an age-old perception and turning foul into the latest trend in town. Foul has all the benefits of other beans, but we had to unearth the one thing that made it special. So, we put on our lab coats and EUREKA! We discovered foul was the only edible source of L Dopa, an amino acid that accelerates the production of human growth hormone (HGH). In other words, our fountain of youth was sitting right in our very own kitchen. Our strategy was there: Break the story and watch our sales soar! For credibility and impact we needed the right partner.