Sadia, in partnership with Impact BBDO, has launched its amusing Ramadan Like a Pro campaign, which is designed to make Ramadan easier and more enjoyable while positioning Sadia as a brand that enhances the entire Ramadan experience.
The campaign centres around a ‘Ramadan Playbook’, filled with recipes, tips and relatable content to help people navigate the month when temptations abounds aplent and patience is tested.
This playbook is brought to life through videos, an interactive digital campaign, as well as various online and offline promotions.
The 360-degree integrated campaign includes everything from sponsorship of prime time shows on Pan Arab and Pan Asian TV along with out-of-home (OOH) advertising, to tailored content on digital platforms – complete with influencers and cooking partnerships – all aiming to help consumers ‘Ramadan Like a Pro’.
Commenting on the campaign, Beatriz Benedetti, Head of Marketing and Innovation at BRF Sadia – MENA, said, “Ramadan is a sacred time for faith and family gatherings, but it also presents its own set of challenges. With this campaign, Sadia will be the trusted partner throughout this special season, presenting its delicious and easy-to-prepare foods, paired with innovative hacks and mouth-watering recipes, designed to make the Ramadan experience seamless and enjoyable.”
“Ramadan Like a Pro” campaign includes films highlighting the key phases of Ramadan: preparation, starting strong, maintaining energy and celebrating. The campaign has something for Pre-Ramadan, during Ramadan and in preparation for Eid.
“If you celebrate Ramadan, you know that the mindset of Day 1 is not the same as Day 26 of Ramadan,” said Yara Hasan, Senior Brand and Communications Manager at BRF.
Hasan added, “Sadia understands the needs of its consumers, that’s why, for this campaign, we created different content that is insights driven and relevant for each phase of Ramadan. Pre-Ramadan, you are focused on preparation and managing Iftar schedules, while the last week, you start craving that cheese burger – and Sadia is your ally for both.”
The campaign also features a bilingual playbook (English and Arabic), along with social media content and influencer collaborations, ensuring a comprehensive experience.
This initiative, supported by OMD, is in line with Sadia’s move towards becoming a leading food experience brand.
CREDITS:
Client: Sadia, BRF
Agencies: Impact BBDO, OMD MENA
