GLAD is positioned around protecting the goodness of food. And Ramadan is a time when the brand usage is high and families get together to share food with each other. So we thought it is the best opportunity to extend GLAD’s brand values from keeping good food, good to doing good for the society. We went against seeking out contribution from people directly but include the contribution process without letting them make any extra effort.

We created a special installation in prominent supermarkets and hypermarkets that surprised people. Every time someone pulled out a GLAD pack, the empty tunnel space revealed the lit face of a smiling child, in a way saying a personal ‘thank you’.

By the end of Ramadan, 20,000 free meals were distributed to underprivileged children while the people who participated were left with a sense of contribution. The brand witnessed 31% increase in sales value during Ramadan vs 2011, and 42% of category users associated GLAD with its true brand values.