The processed cheese category is a highly competitive category with 48% increase in gross media investments in H1 2016 compared to 2015. Leading local & Multinational competing brands are controlling the market & dominating with non-stop communication & innovation on new products, new packaging & new SKUs (Al Marai Almette, Kraft Gold, Puck Squeeze, Kiri Spread).

LVQR - A triangular piece of joy that was the cheese of choice for children in the GCC since the 80s! A position held for a long time, until the brand started struggling to maintain MS. Sales & MS were decreasing since 2008(20%) to reach the bottom in 2015 (13.5%). LVQR not only had to stand out but also stabilise MS drop in the TP cheese segment. With the brand being perceived as outdated & old, our primary challenge was to present LVQR as a modern brand by introducing an innovation through cheese snacking.

Our campaign started with using the licensing rights of The Voice kids to communicate inside the Stores, create engagement and talk with the customer at the point of sale - POS branding & On Pack promotion. We got prime position TV commercials in the Voice kids live episodes which capture the highest ratings on TV during that period (up to 29 rating points) including TV spots, break-ins & opening credits. We had branded content inside the show including product consumption of the new snacking innovation- Dip & Crunch.

We created an LVQR room where children can have fun while waiting to go on stage. Winning contestants also did a victory dance along a hallway branded by LVQR. A special recording of the brand’s famous anthem was done by The voice kids finalists in their first ever studio experience including branded headphones and brand mention.