Campaign details
Brand: SadiaBrand owner: BRF FoodsLead agency: Impact BBDO DubaiCountry: Middle East and North AfricaIndustries: Food industryMedia channels: Online display, Online video, Social mediaBudget: Up to 500k
Executive summary
A quarter of food is wasted during Ramadan, presenting a challenge for leading food brand, Sadia, whose main corporate value is to fight wastage.
This case study shows how Sadia managed to break through category orthodoxies at a time when most food brands play the same game to their own advantage: enticing consumers to buy more and cook...