2020/2021 Winners & Shortlists

THE BEST OF BOTH WORLDS

BrandALWALIMAH
Product/ServiceALWALIMAH SAUCES
EntrantMAYAR FOODS Dammam, SAUDI ARABIA
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement ABILITY Riyadh, SAUDI ARABIA
Production MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Integrated?

This campaign uses a total of 7 integrated channels to reach all the moms of Saudi Arabia with our new product.

Background

Do you know how long it takes to cook Kabsa or Byriani? About 3 hours. Do you know how often a Saudi family has Kabsa or Byriani? At least 3 to 4 times a week. So, the Saudi mom spends an average of 50 hours per month just preparing these 2 dishes. That’s a lot of time in the kitchen. Al Walimah, a beloved food brand, has accompanied Saudi moms in the kitchen for the past 40 years. Al Walimah understood times were changing in Saudi and that it was time to accompany moms out of the kitchen and into their new potential in life. But Al Walimah also knew a Saudi mom would never compromise on nurturing her family with healthy food.

Describe the creative idea

The solution? We offered Saudi moms the best of both worlds in one jar. A radical innovation that brings natural ingredients and convenience to her life. Introducing: Al Walimah Kabsa and Biryani instant sauces. 100% natural and healthy sauces, packed with taste that Instantly cut down cooking time from 3 hours to 30 min.

Describe the strategy

We were targeting moms so we went everywhere they went. And we were present on every show they watched. And we collaborated with every influencer they followed. We mixed a total of 7 integrated channels.

Describe the execution

We launched the 2 new sauces with a 360 campaign that targeted all the moms of the Kingdom, showing them how they could gain time without compromising on taste. On TV, online, on outdoor, instore, in sponsorships, on social, and with influencers.

List the results

For the first time in Saudi Arabia, moms were buying Traditional sauces, that were usually prepared by hand, in a non-Traditional format. Soon after the launch, the brand gained trust and traction. and the moms of Saudi gained back their time.. all the while strengthening their family bond. 96% market share 7,000,000 Earned online impressions 885,200,000 total impressions competition had to double their media spent

Credits

Name Company Role
Khaled Kanoon Mullenlowe Mena Senior Account Executive