There are over 1.2 million Muslims in Canada and the population is growing. This promises to be a market with huge potential for growth. Sofina Foods, gave us a challenge with their packaged halal chicken brand called ZamZam (meaning spring water from a holy well in Mecca). Our task was to engage with Muslims in Western Canada to build awareness during Ramadan and Eid, leading to brand consideration and purchase during the season of feasting.
We built a research-driven concept that aligned healthy eating with halal chicken by creating 40 original recipes that would appeal to our consumers originating from South Asian countries and the Middle East. Advertising featured high-quality food photography and copy driving traffic to the campaign microsite, where visitors could explore recipes and download coupons. OOH locations were strategically geo-targeted in proximity and along routes between mosques and grocery stores. Booklets featuring a Ramadan calendar, sunrise and sunset times, halal recipes, and a coupon were printed and distributed leading up to and during the month of Ramadan.
