Ramadan is the noisiest time for the year for food promotions – it’s often referred to as the ‘Super Bowl of advertising’ due to the increase of food occasions during this important time driving competitiveness among brands. Our challenge therefore was to break through this noise and improve the market share for Lurpak.
We know from research trends that while women look for recipe inspiration ahead of time, most recipes online cater only to a single dish. With a growing crunch on time for preparing Iftar as households become busier, with less help than ever before, it was evident we needed to help in the preparation process more than ever.
So we launched an Arabic-only digital and shopper campaign “Tafanani Bramadanek/Get creative with your Ramadan” centered around creating a mealtime combination (starter/side, main and dessert) of recipe inspiration in true Lurpak style to make Iftar preparation easy. The campaign was centred on Youtube and Instagram and helped Lurpak regain market leading position in all markets the campaign ran in.