Brand | SADIA |
Product/Service | SADIA FROZEN FOOD |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Fast Moving Consumer Goods |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
|
MAGNET Dubai, UNITED ARAB EMIRATES
|
The Campaign
#ShopLess
A Ramadan campaign against food wastage.
When other food companies were tempting everyone to buy more food, Sadia invited everyone to buy less.
Execution
We captured a real-life experiment of a less fortunate young man. We gave him a chance to buy everything he wanted from the supermarket. Anything and everything. And guess what? He bought only what he needed. Demonstrating that those who have less, know the true value of food — and that we all need less than we think.
The online film was a clear invitation for people to #ShopLess.
The behaviour-changing campaign was supported by outdoor posters print ads and social media posts, including practical tips on Sadia Life’s Facebook page, on how to reduce food wastage every day.
Outcome:
• Brand love increased by 7 points.
• #ShopLess is now at the top of everyone’s shopping list all year round.
Knowledge:
• Total views: 3,052,337
• The campaign made national headlines,
leading to over 5.3 million earned media impressions
and 2.7 million social impressions.
Outputs:
• Engagement rate grew by 69% — compared to last year’s Ramadan campaign.
• For the first time ever, the category sales dropped by 8% during Ramadan, hence reducing food wastage.
The Situation
During the fasting month of Ramadan, when people normally buy more food and food companies tempt them to buy even more, our campaign invited everyone to #ShopLess to reduce food wastage.
We’re the first food company to do this unprecedented move. The initiative increased brand love, gave us free media coverage and social media mentions and to top it all, helped change consumer behaviour.
The Strategy
Target audience:
Muslim housewives around the region, especially Sadia’s consumers.
Current behaviour:
A few days before, and in the first week of Ramadan, they normally go to the supermarket and stock up most of the cooking ingredients they need for the weeks ahead, or even the whole month.
They buy, cook and serve more food than usual for Iftar — when Muslims break their fast after sunset during the month of Ramadan.
At the same time, food companies take advantage of the hungry stomachs and tempt them to buy more.
Combined, the above behaviour and habits lead to a 50-70% increase in food wastage throughout the month — compared to the rest of the year — when in the region, unfortunately around 30% of the food prepared is normally going to waste.
Approach:
Sadia did the unprecedented and asked people to simply buy less.
Credits
Fadi Yaish |
Impact BBDO Dubai |
Executive Creative Director |
Daniel Corrêa |
Impact BBDO Dubai |
Creative Director |
William Mathovani |
Impact BBDO Dubai |
Associate Creative Director |
Simone Milani |
Impact BBDO Dubai |
Copywriter |
Enrico Motti |
Impact BBDO Dubai |
Art Director |
Rani Amayri |
Impact BBDO Dubai |
Copywriter |
Anju Purushot |
Impact BBDO Dubai |
Senior Producer |
Leen Fakheriddin |
Impact BBDO Dubai |
Regional Account Director |
Tihana Begovic |
Impact BBDO Dubai |
Senior Account Manager |
Moe Najati |
Magnet |
Director |
Jax Dyer-Donaldson |
Magnet |
Executive Producer |
Thomas Simon |
Magnet |
DOP |