Grocery retailer Kibsons has launched a new campaign which features a life-size version of its iconic box.
The fully-integrated brand campaign features four families, filmed at their homes in Abu Dhabi and Dubai, who celebrate the joys of wholesome food and togetherness in the campaign called ‘Life Unboxed’.
It celebrates everyday life and the brand hero of the ‘big blue box’.
A 45-second video has been released featuring Kibsons customers from all walks of family life including mums, dads, children and a person of determination.
The UAE-focused omni-channel campaign will run through the month of February on YouTube, Instagram and Facebook.
For the online campaign, an original, conceptualised pop-up experience will tour around Dubai and Abu Dhabi.
Mega Kibsons Life Unboxed boxes will land in parks and public spaces and make an appearance at the upcoming Taste of Dubai, from February 23-25.
Broadcast amplification for the campaign will see #LifeUnboxed running across ARN radio channels during February offering exclusive prizes and promotion of the pop-up experience across the UAE.
Halima Jumani, Director at Kibsons, said: “Everything we do starts and ends with our customers, so it seemed very natural to take a customer centric approach to this campaign, and place some of our most loyal customers at the very centre.
“In showcasing their stories and how Kibsons helps them live #LifeUnboxed, we champion physical, emotional, and social wellness and inclusion, as well as the importance of leading a life brimming with health, contentment and togetherness.”
A new, limited edition Kibsons #Lifeunboxed box will be launched for the span of the campaign featuring a distinct blue gingham check pattern.
