Sadia: Cook Less, Waste Less

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.

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...

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