Stand out in the clutter of Ramadan yet stay relevant to Almarai brand idea and brand offerings.
The Golden Touch
Legend has it: Mom's touch in cooking can be recognized out of a million.
Client
- Almarai
Office
- Saudi Arabia
Challenge
Inspiration
More than 30% of food is wasted during Ramadan.
Idea
A call to action to sacrifice a third: we created a strong visual mnemonic with one third of the food item missing encouraging Saudis to consume 30% less.
Growth
We increased purchase intent by +5, brand recommendation by +7 and differentiated the brand by 70% versus the norm of 38%.
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