Britannia
Tasteful of goodness
• Ramadan Campaign
What: Digital, Content
Who: Britannia Arabia
How: Social Media, Influencer Marketing
Raising Awareness
for Britannia Biscuits
During Ramadan
Ramadan is a wonderful time. It’s when friends and family come together to share laughter, share stories, and of course share a feast. Britannia needed to be part of these celebrations, with a product that was high on relevance but low on awareness.
Problem...
Britannia’s Petit Beurre and Digestive Blackseed biscuits are better than the competition. Britannia knew it. We knew it. But most others didn’t. The task was to use the spirit of the festivities to seamlessly plug-in our product’s relevance.
...Solved
Ramadan is all about rituals, so we created one where the ritual captured the very essence of the occasion – that of empathy, compassion and sharing. We called upon the ‘goodness’ of the heart to spread our message.
The Insight
The idea of ‘Tableful of Goodness’ was devised to bring joy to everyone, no matter who they are. Britannia made shareable kits of two for influencers, who then created recipes and offered to share it with anyone they want to.
Concept
The idea of ‘Tableful of Goodness’ was devised to bring joy to everyone, no matter who they are. Britannia made shareable kits of two for influencers. who then created recipes and offered to share it with anyone they want to.
The Rollout
A squad of 90 influencers got on to the goodness wagon and shared the idea. They created recipes. They gave out goodie bags. And they got Britannia the awareness they were seeking. There was also an artist collaboration where illustrations were created to showcase the concept.
Uptick
Overall impressions:
11m
Unique reach
1.6m
Overall clicks
38,565
CTR
0.32%
