2017 Winners & Shortlists

The Campaign

During Ramadan, a mother puts herself under high pressure to master the Iftar table and be the best host during the celebrations. She wants to prove herself & do her best because her family and friends have high expectations. Moreover, a Kiri mother wants more than just recognition; she is socially conscious and is looking for self-gratification. Marrying a Kiri mother's love for cooking with the unspoken high quantity of food wastage during Ramadan, Kiri decided to uplift a mother's role in the community as a whole by helping her give back to society without adding anything extra to her list of many to-dos. Introducing the “#BetterWhenShared” initiative in partnership with UBER - a mother sharing her opulent delicious meal this Ramadan with the less fortunate in UAE & KSA.

Creative Execution

Kicking off before Ramadan, when all the stocking up for F&B products takes place, we used four mommy influencers to introduce the campaign and generate buzz on social & TV. We first released eight short Buzzfeed-style videos of the influencers favourite Ramadan recipe which they cooked & then packed in the “#BetterWhenShared” Kiri boxes to share with those less fortunate. These influencers also proactively showed support for the Kiri #BetterWhenShared boxes on their social channels, and some of this content was even featured on the top morning show on TV “Sabah El Kheir Ya Arab”! While the dawn of Ramadan Set in, we went all out on Social - Youtube, Facebook & Instagram endorsing the #betterWhenShared initiative through a heart moving video that showed the purpose of the boxes & how one could order the boxes. The #BetterWhenShared boxes were also available / distributed in supermarkets!.

Business: After distributing thousands of boxes, Kiri surpassed its initial objectives in the 1st half of Ramadan, reaching 18.5% MS in June 2016 (+3pts vs. June 2015) on total processed cheese in KSA! While Puck remained flat despite having a higher investment in Ramadan 2016. Brand: Increased Brand Top of Mind in June 2016 by 2pts VS the previous six months average. Breaking record on Consideration @94% (4pts ahead on YTD) Behavioural: 100,000 (10% growth) Organic New Fans on Facebook. 18,000 (69% growth) Organic New Fans on Instagram. Campaign Reached 13,774,941 (70% of the universe) unique people on FB + Insta (Paid + Organic) with 767,476 Unique Engagements on Facebook (Like, Comment, Share)& 75,000 on Instagram. Total views of 15 Million for all content on Facebook, Instagram and YouTube.

Ramadan is the crucial period for Kiri & also for every other food player in the region. With big players spending millions on TV, smaller ones are trying to break through with emotional/CSR communication dominating the second most influential touchpoint - 'Digital'. Through the Kiri #BetterWhenShared campaign, we leveraged every window of opportunity to be cost-effective, adaptive to the new age mothers digital requirements & innovative to differentiate from the clutter. The campaign was a record breaker for Kiri on Market Share (MS), Top of Mind & Consideration, beating close competitor PUCK for yet another year.

Insights, Strategy and the Idea

In this region, the Kiri mother is very tech savvy & progressive as compared to the traditional mother. She watches more YouTube, performs more searches, & access the internet on her mobile devices more frequently. However, brands continue to invest heavily in traditional advertising channels, despite the fact that advertising costs skyrocket during Ramadan & the chances of making an impression plummet. Wanting to play a vital role in facilitating the giving back process for mothers during Ramadan, the Kiri #BetterWhenShared campaign stood out even in the clutter of Ramadan. It gave mothers content they enjoy, on platforms they are comfortable with, handy easy-to-do recipes, mommy influencer pointers who are loved & cherished by these mothers & also helped them give back to the society saving them the extra effort in an already taxing time. In the real sense, Kiri was their ally during the holy month of Ramadan.