In collaboration with top Pan-Arab TV channel, MBC 1, we created Dial A Chef vignettes. This was a 15 episode series, each one two minutes long, featuring the Kraft products in a range of delicious dishes, appetizers, entrees and desserts. At the end of each vignette, viewers in every Arab country were invited to call the toll-free number to obtain free recipes, plus sign up to receive a complimentary Kraft recipe booklet via mail.

Each brand achieved its objectives: Kraft Cheddar’s distributor-to-trade sales volume rose 6.3% in January-August over same period last year, Tang’s grew 21%, and Dream Whip’s 34%. They achieved a 19% reach across Arab women in KSA, while the pooling of investment resulted in 360%+ added media value and airtime!