Ramadan is a time for compassion and charity where people are in the mindset for gifting food to the needy. GLAD undertook an initiative to provide free meals to needy children in Africa for every GLAD pack purchased. Our brief was to create point of sale communication that would encourage participation from the people.
Creative Execution
GLAD is positioned around protecting the goodness of food. And Ramadan is a time when the brand usage is high and families get together to share food with each other.
So we thought it is the best opportunity to extend GLAD’s brand values from keeping good food, good to doing good for the society. We went against seeking out contribution from people directly but include the contribution process without letting them make any extra effort.
Describe the creative solution to the brief/objective.
We created a special installation in prominent supermarkets and hypermarkets that surprised people. Every time someone pulled out a GLAD pack, the empty tunnel space revealed the lit face of a smiling child, in a way saying a personal ‘thank you’.
Results
By the end of Ramadan, 20,000 free meals were distributed to underprivileged children while the people who participated were left with a sense of contribution. The brand witnessed 31% increase in sales value during Ramadan vs 2011, and 42% of category users associated GLAD with its true brand values.