Challenge

Stand out in the clutter of Ramadan yet stay relevant to Almarai brand idea and brand offerings.

Inspiration

More than 30% of food is wasted during Ramadan.

Idea

A call to action to sacrifice a third: we created a strong visual mnemonic with one third of the food item missing encouraging Saudis to consume 30% less.

Growth

We increased purchase intent by +5, brand recommendation by +7 and differentiated the brand by 70% versus the norm of 38%.

Almarai Butter The Golden touch

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