Most people use foil in a certain way. Predominantly for wrapping or covering food. Our Supermarket Tray Messaging encouraged a different usage for the foil, such as grilling, baking or roasting.

It was quirky and fun and made Diamond Foil more relevant than its functional competitors.

In a recent household products survey, Foil was in the bottom 5% of low involvement products. Since Diamond Foil is the market leader in the Middle East, this was our effort to spark a conversation and change that balance, and at least get it higher than Dish Washing Liquid!

By encouraging different uses of foil in the cooking process, we helped Diamond foil increase usage and therefore sales.