Britannia:
Ramadan
• Ramadan campaign
What: Digital, Content
How: Film, Social Media
Celebrate
the crunch
Ramadan is a time for spirituality, self-reflection and moments of silence. However, thanks to our hectic lifestyle, we often have to couple these moments of slowing-down with the hustle of everyday work and life. Britannia wanted to retain the spirit of togetherness with their latest offerings, Toasteas.
…problem
While the market is saturated with brands celebrating the quieter side of the festive season, Britannia Toastea decided to celebrate the hustle of Ramadan – from work to school, cooking to cleaning, from the call to prayer to the clinking of teacups. And while we all may be doing this on our own time, there is one sound that surely brings everyone together. The sound of ‘Toastea Crunch’. The one time when the entire family gets together to revel in the spirit of Ramadan, and celebrate life as they ought to.
…solved
While the market is saturated with brands celebrating the quieter side of the festive season, Britannia Toastea decided to celebrate the hustle of Ramadan – from work to school, cooking to cleaning, from the call to prayer to the clinking of teacups. And while we all may be doing this on our own time, there is one sound that surely brings everyone together. The sound of ‘Toastea Crunch’. The one time when the entire family gets together to revel in the spirit of Ramadan, and celebrate life as they ought to.
The insight
While there’s the quieter side to Ramadan, there is also the hustle and bustle of everyday life and work. The festive spirit is about embracing all that comes our way.
Concept
The idea of ‘Celebrate the Ramadan Crunch’ was devised to show that while the crunch of time, work, school, cooking, cleaning may keep us all occupied, there is one crunch that always brings us back together. The crunch of a Toastea, showed us what Ramadan is all about.
The Rollout
We rolled out the master film, highlighting the ‘crunch of life’ and how the crunch of Toastea is enough to get everyone together and revel in the spirit of Ramadan. This was followed up with intriguing social media posts, highlighting the everyday grind of work and life and how it all culminates in getting together with the family and celebrating the true festive spirit. By running a bilingual content strategy (Arabic & English) across all key platforms- YouTube for precise targeting and pacing to drive video completions and prioritizing TikTok for reach and engagement with dedicated follower growth efforts, we further optimized creative and media performance by age, gender and device insights.
Uptick
Overall impressions:
11m
Overall clicks:
38,565
0.32%
