In Ramadan, food waste increases by 55%. Yet, about 25% of unused or leftover food from Iftar meals are of good quality and fit for human consumption.

Ramadan is an important season for Puck, with 40% of its yearly sales typically taking place at that time. It’s true for a lot of food brands who compete heavily to claim market share.

In a noisy Ramadan content landscape, Puck needed to work extra hard to capture the attention of buyers who are bombarded by seasonal advertising across many categories.

Objectives

- Improve brand growth by 10% in Ramadan 2019 vs Ramadan 2018

- Increase brand consideration by 10%, trials by 5%* and volume and value share by 10%

- Reduce food wastage in the GCC

We recognized Arab women (20-44) in the GCC/Levant take great pride in hosting Iftars and so we targeted our campaign towards them, by creating our own branded content series with MBC. We partnered with MBC due to their strengths in production, distribution scale and access to our target audience across their online platforms.

We hosted the branded content on a Puck microsite and distributed episode edits on Puck’s social media platforms and MBC’s network to amplify reach. The viewers were educated on how to make delicious meals that not only looked and tasted good but helped them do good environmentally.

Realizing we were going against the grain and tradition; we used the power of MBC and social to make this approach socially acceptable. The episodes were fronted by influencers and were promoted through a social ecosystem to take our audience to Puck Arabia’s site for more info and to store.

The hero for this campaign was the branded content series, created with MBC and promoted on Puck’s social media channels and through MBC's digital network.

Puck created an integrated social-ecosystem to reach and engage modern Arab women. The media spend was similar to Puck’s competitors that were also active on digital.

We led this campaign during the pre-Ramadan and Ramadan period, releasing episodes over two months.

The distribution strategy was equally strong. Puck was visually dominant on shelves across all major store types in all the GCC markets. There were no other marketing efforts promoting Puck during April 2019 to June 2019.

The campaign delivered an increase in all metrics:

o +30% Consideration

o +5% Trials

o +25% Volume Share

o +15.98% Value Share

o An estimated 1.7 million kg of food was saved from ending up in waste bags and landfills*

*Calculation: 10 kg food waste per individual in 30 days x 5.95 size per family = 59.5 kilograms.

59.50 kilograms x 30,000 people who pledged = 1.7 million kilograms.