2016 Winners & Shortlists

Brief Explanation

Stand-alone retail home-ware shops are facing stiff competition from hypermarkets that offer a large variety of home-ware products of less quality but more affordable. Our client’s business was affected by these market changes. Faced with these challenges, we decided to reintroduce the TRAMONTINA brand in an innovative yet engaging way, revealing their supremacy when it comes to sharp precision cutting. Our research showed that Saudi consumers demand knives that are quite sharp and cut for a long time. Our idea clearly demonstrated the prowess of the TRAMONTINA knives for sharp precision cutting, which increased positive customer perceptions about the brand.

Results and Effectiveness

The client’s business was affected and thus their sales of the TRAMONTINA knives have become stagnant with no substantial increases. With this campaign, the awareness and positive perception of these knives as a premium houseware brand consistent with the highest standards with unrivaled strength and durability has considerably increased. As a result client witnessed considerable increase in the number of visitors to their showrooms, have observed a 26% jump in sales during the period of the campaign and most importantly the TRAMONTINA brand became the number one selling knives’ brand in the Al Saif stores.

Creative Execution

The media arm of the agency, based on clear target audience media consumption, identified the prime media channels. To get the most out of the budget, the media team was able to shortlist the channels to key social and industry specific magazines targeting both the end user (Saudi female consumer) and the professional users (mainly chefs from the HOERCA). Furthermore to maximize the campaign exposure, all of the client retail shops were fitted with special poster displays that fully exploited the idea.

Insights, Strategy and the Idea

The prime target market for TRAMONTINA knives are the HORECA sector (mainly professional chefs), and the end user (mainly female Saudis, housewives). Saudi women are becoming more involved with cooking in recent years, as they are spending more time in the kitchen. They are the new aspiring chefs in the family. They want knives that are sharp and precise that can help in creating their master pieces. Our aim was for our consumers to “experience”, even if they never held it, the precision and clean cut of a TRAMONTINA knife, and to get the feel of being a true chef.