Sabroso: Winning Ramadan 2019

Azeem Arsalan, Fatima Hyder, Rubab Rizvi

Poultry brand Sabroso used a data-led TV and digital campaign, targeted by day-part, to launch its home-delivery service and increase sales during Ramadan in Pakistan.

Campaign details

Brand: SabrosoBrand owner: Sabir's Poultry Pvt. Ltd.Agency: Starcom PakistanMarket: PakistanIndustries: Meat, poultry, fishMedia channels: Social media, TelevisionBudget: Up to 500k

Executive summary

Pakistan’s frozen-food market and the K&N’s brand are synonymous, as the brand has enjoyed a monopoly in the category for many years. Many players entered and exited the market with limited, to no success. However, in 2018 a new entrant by the name of Sabroso was able to create a large enough impact on the Pakistani audience.

Following a successful launch, the brand’s...

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