Cooking & eating take centre stage during Ramadan. It is a critical period for Kiri & also the most cluttered time of the year for F&B brands. For years, KIRI was the only cheese player capitalising on this opportunity until 2015, when a key competitor, Puck, started advertising densely during this period, stealing SOV & threatening Kiri’s MS.

Our challenge in 2016, was to defend our territory during this significant period by building an even DEEPER emotional connection with our audience - the mothers. Nevertheless, this is not an easy task given the thousands of emotional messages that are bombarding a mother on a daily basis during Ramadan. Our goal was to beat our own 2015 Ramadan MS of 15.7% & lead despite growing competitor (PUCK) MS to a close 15.6%.

Kicking off before Ramadan, when all the stocking up for F&B products takes place, we used four mommy influencers to introduce the campaign and generate buzz on social & TV.

We first released eight short Buzzfeed-style videos of the influencers favourite Ramadan recipe which they cooked & then packed in the “#BetterWhenShared” Kiri boxes to share with those less fortunate.

These influencers also proactively showed support for the Kiri #BetterWhenShared boxes on their social channels, and some of this content was even featured on the top morning show on TV “Sabah El Kheir Ya Arab”!

While the dawn of Ramadan Set in, we went all out on Social - Youtube, Facebook & Instagram endorsing the #betterWhenShared initiative through a heart moving video that showed the purpose of the boxes & how one could order the boxes. The #BetterWhenShared boxes were also available / distributed in supermarkets!.