2020/2021 Winners & Shortlists

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 cultural / social / political climate in your region and the significance of your campaign within this context

Women in Saudi Arabia were in the middle of a transition. They used to be home bound. Now they can drive. But what’s the next step? Where will they go if they can drive? Will they work? currently, although they are given more liberty, their household duties still consume most of their time.

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.

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.

Describe the results / impact

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