2020/2021 Winners & Shortlists

Background

Situation: La Poire offers a range of new products throughout the 45 years during Ramadan (Oriental, Western and innovative products) that always take the lead in this season. In 2020 they were developing 3 main products to be the heroes of this season. These 3 products are an innovation in the patisserie market. Brief: Highlight La Poire’s honest ingredients and show Ramadan’s new innovative range. Objectives: - Increase sales in Ramadan season. - Raise awareness on their quality and variation of products.

The Interpretation of the Challenge (30% of vote)

Ramadan 2019 wasn’t their best year as they offered a wide range of products that weren’t well communicated with the audience without hammering on any product. Plus, Covid-19 surprised us at the beginning of 2020, there is no way not to do a campaign and increase sales to compensate for what happened last year. To introduce to the market new innovative desserts and hammer on the honest ingredients. Young independent in their families 25 years old Class A Entry-level Loves outings, TV, and the internet. More into the innovative desserts that match their trendiness and dynamism. Ramadan season in Egypt is like a big contest for the desserts and pastries world, winning the trend of the innovative dessert is very challenging. Our desired outcome is to bring back La Poire as the leader in this innovative thing.

The Insight / Breakthrough Thinking (30% of vote)

Ramadan is about all sorts of gatherings and get-togethers with family and friends. La Poire has been with you in Ramadan for the past 45 years and this year is going to be different for all of us with everything happening around for the first time we are asked to be socially distant! yet La Poire will be with you this year with fresh desserts and deliciously created recipes bringing you and your families at home the best Ramadan desserts to indulge in with your loved ones. Together this year we will create new memories to remember for years to come just like we did throughout the past 45 years...

The Creative Idea (20% of vote)

Ramadan is known as the season of TV shows and desserts. We decided to mix them both to come up with our concept. We used the iconic old Egyptian tv-shows that were effective in the Egyptian Darama and then we made a lip-sync on the celebrities to communicate La Poire's innovative products and their honest ingredients.

The Outcome / Results (20% of vote)

La Poire became again in the top mind of the desserts buyers. and led the innovative dessert competition this Ramadan in the Egyptian market. And despite the appearance of Covid-19 La Poire increased their stores' traffic and sales.