2016 Winners & Shortlists

Creative Execution

We strategically decided to work directly with consumers as they could be more credible and inspire others. Working with three popular Saudi female cooks on YouTube, we utilised different Lurpak products as they created everyday recipes on their YouTube channels. We also worked with a male 'dad' vlogger on YouTube who created storylines around his family utilising the product in everyday situations. Lastly, we formed an Instagram community of 14 Instagrammers with significant reach who posted everyday recipe shots and videos. Their audience participated in conversations, sharing their recipes (and re-creating the recipes) and contributing to the discussion around Lurpak.

The results of our organic campaign far exceeded our expectations. There were 3,300,000 organic YouTube views, and the #lekol_yawm (the campaign was in Arabic) had more than 500,000 engagements on the recipes. We reached a total audience of more than 42,000,000. These numbers are all the more remarkable as all they are organic - the ForEveryday community was developed with no media spend whatsoever, instead relying on the reach and influence of our community leaders. The campaign contributed to a double-digit sales increase in the Saudi market.

Lurpak is the number one butter brand in the GCC. However, a challenge in Saudi existed with the product perceived as a premium brand to be used on special occasions, rather than an everyday choice for consumers. To change this perception, to a more regular and everyday use of the product among Saudi women aged 21 to 40, we needed to think about what drives the purchase decision. In considering the campaign, we realised that we needed to simply tell, and show, how Lurpak could be integrated into recipes that could be made any day, every day, situations that had not been linked to Lurpak before. We developed a social-first campaign and created the hashtag #ForEveryday - (#lekol_yawm in Arabic) - to give a relatable identity to the campaign.