Kraft – Treasures of Arabia

Objective

Kraft Cream Cheese Spread –KCCS (popularly known as Kraft Original) is a timeless favorite in the region and is known for its ‘Al Aslee’ (original in Arabic) distinctive taste. This was an opportunity for this leading cheese brand to celebrate its longstanding existence in the region and showcase solidarity and oneness within the region and its culture and heritage of which KCCS is an integral part for over five decades.

It was also imperative to sustain its popularity and favor with the consumers amidst the new local players that have mushroomed in the last few years.

However, we had to be careful not to project the brand as an old brand which has not evolved with the changing times.

The Insight

We understood that the consumer for Kraft CCS is a modern woman who embraces positive change within her environment, yet embodies deep rooted values and love for her culture, heritage and motherland. This was a link for the brand with the region that could showcase its solidarity too.

The huge online presence of Arabian women on social media platforms was a key driver to connect with this otherwise shy, conservative and difficult to reach consumer. Also, KSA being the largest market in GCC, the focus had to be on this major and most conservative market of GCC.

The Idea

We created ‘Kraft Original Treasures of Arabia’ (with brand’s alias ‘Original’ in the title), a photography campaign inviting photo memories from consumers to pay tribute to the region by submitting pictures on:

  • Traditions / Livelihood
  • Monuments/ Sceneries
  • Faces of Life

These photographs were judged by leading Saudi photographer who understood the finer aspects of her region’s culture and heritage.

The winning photographs would be published in a coffee table book put together by the photographer.

Engagement

For the campaign, we partnered with Lamia Al Rumaih – a leading Saudi photographer as the honorable judge for this campaign.

We also sought patronage from the Ministry of Culture in KSA which represents the country’s heritage and culture. Partnership with a governmental organization in the conservative Kingdom of Saudi Arabia was a first for any brand.

Traditional PR tools were used to create popularity of a competition that was hosted on the brand’s FB page www.facebook.com\KraftOriginal

The online platform announced weekly winners that were picked by fans and Lamia collectively. These weekly winners also automatically qualified for the final round.

The winners were announced on digital and traditional PR mediums. The grand celebration was the release of the ‘Original Treasures of Arabia’ coffee table book compiled by Lamiah Al Rumaih for Kraft and the first copy of this collectible book was presented to the Ministry of Culture at a press event in January 2013 in Riyadh.

Results

Through this campaign, we engaged with our consumers and strengthened the faith and belief in the brand that has been present for many decades.

The campaign added more than 78,077 facebook fans (From 34,278 to 112,355 – a whopping increase of 227%) brand with an average of a whopping 1 Million digital viewers during the campaign period with a total of 11,408,235 digital impressions.

PR impressions topped in print and online media with total media value amounting to USD 500K.

We managed to secure coverage in all Tier 1 media vehicles in KSA, Kuwait and UAE. This digital reach to our core audience was the highlight of this campaign as the platform for the competition was based on social media.

Kraft Cream Cheese (popularly known as Kraft Original) continues to retain its original (al aslee) sheen in GCC.

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