On 28 June and 29 June in KSA and the UAE respectively, Puck hosted a scavenger hunt to promote its new limited-edition Zaatar Cream Cheese.
The intent behind the community-focused activation was to engage shoppers and create awareness about Puck’s new flavour.
“The goal of the Zaatar Cream Cheese campaign was to create a stir and draw attention to the brand through the announcement of the first ever limited-time-offer pack launched by Puck,” said Yahia Adel Z AlSharif, Head of Spreadable Category at Arla Foods.
“The hunt was conceptualised for this campaign as it would carry this excitement forward through an interactive activation, allowing our customers to feel involved but also drawing in interest from regular shoppers as potential new customers,” he explained.
To incentivise people to participate in the hunt, Puck offered prizes worth AED 10,000 in Lulu Hypermarket vouchers and SAR 15,000 in Panda Hypermarket vouchers.
There were 50 winners in total, 20 from UAE and 30 from KSA, each being rewarded with AED 500 or SAR 500 vouchers for their respective supermarkets.
Despite this, AlSharif mentioned that limited budgets were a challenge to work around while developing the activation. “Our limited budget meant depending on a great idea and organic outreach,” he said.
Another challenge was the season the campaign was launched during.
“Launching during the summer, when most residents travel, means reaching the correct target audience is more vital than ever and cutting through the noise of a plethora of summer campaigns,” he explained.
Other challenges included ensuring retail outlets received the limited-edition stock in time for the competition and launch of the new product.
The campaign still achieved high engagement rates “through partnerships with media outlets, driving a total reach of 3,088,215,” said AlSharif.
He also mentioned that the overall audience sentiment was enthusiastic. “The initial market reaction was extremely positive, with customers finding this product intriguing and excited to be able to try it,” he said.
