Campaign details
Advertiser: Power OilAgencies: mediaReach OMD LagosSectors: FoodMarket: Nigeria
Objectives
Despite heavy advertising spend in a well penetrated category, branded cooking oil had less than 30% market share. This was not only bad for Power Oil, a branded cooking oil with a target to increase annual sales by 60%, but also bad for Nigerians.
Insight, strategy and execution
Unknown to most consumers, we discovered that unbranded oils were produced, distributed and sold under unhygienic conditions with high risk of contaminations or adulteration.
OMD then approached the two most trusted media houses...