Saudi Arabia, United Arab Emirates, Qatar, Kuwait, Oman, Bahrain, Lebanon
Ramadan is the holy month of fasting in the Islamic calendar and the most cluttered annual advertising period of the year in the region. Puck, an Arla brand, wanted to cut through and land a memorable campaign that would raise consideration with the core audience of stay at home mums.
Adding to the raised number of advertisers in the market during Ramadan, the GCC dairy landscape is dominated by local giants like Almarai, who have high affinity and brand power amongst Arabs, creating an environment that’s difficult to deliver meaningful cut-through. The early belief was that emotional resonance would be key to delivering that impact.
Unlike the Western world, which openly celebrates gender equality and fluidity of roles in the household, the Middle East has vehemently maintained a patriarchal structure. Men are viewed as financial providers, making any involvement in household duties an unfamiliar and often uncomfortable territory. It's a cultural norm most evident in the Kingdom of Saudi Arabia – with women, unable to drive, leave the house unaccompanied or maintain any individual freedom often banished to tend to the everyday needs of the family.
During Ramadan, a strict fast is observed from sundown to sunset each day for an entire month, only to be broken after a man’s long day at work with a heartful meal cooked by the women at home. It’s a reminder of tradition, reinforced by both who have accepted their place in and out of the kitchen. Food brands are also to blame for feeding into the same mentality during the holiday season, often targeting women in marketing with messaging on how and what to cook.
We decided to appeal to the cultural sensitivities of the region and to drive cut-through by using the often negative associations of household roles and tradition to our advantage.
Puck’s mission as a brand is to create meal-time joy every day, which is exactly how the strategy took shape. Every form of communication for the campaign would be delivered in a way that would move women and men to ask themselves one simple question, “If Ramadan meals are enjoyed by everyone around a table, then why is their preparation only a woman’s responsibility?”
Who could have guessed the power that dairy could play in shifting mindsets? Puck did - by starting a movement to showcase the unsung heroes of the family in a male-driven society and appreciate the value of mealtime. Using a content-led strategy, Puck developed forms of conversation to appeal to its unchanged target audience of women; all be it by using its ‘other audiences’ of men and children to serve as its vehicles of communication.
Our primary challenge was to engage the men and children who had absolutely no interest in the dairy product itself and create enough desire for them for them to re-share the message to the wider public. To address these two very key points, we took a tailored content development and targeting approach. Smartphone penetration in KSA is exceptionally high (over 75%), and as a result, social media represents an incredibly popular platform. Video content, especially comedy and family movies, are also popular during Ramadan and so we knew that social and video would be key platforms for our campaign.
We targeted audience interests as well as key environments in which we knew they would be active.
- Video Content targeting different audiences – We developed one hero video to explain the ‘Puck movement’ and ways that everyone could get involved in supporting it. Using this material as a base, we targeted males and children with tips on how they could help mom during Ramadan, by cooking or just preparing the table. We also targeted moms with messages of appreciation, raising their awareness as to what their loved ones were doing with Puck's help.
- Influencer endorsements – We used prominent YouTube male celebrities and youth influencers to share their tips and ideas with their followers on how to support mom. Examples: https://www.instagram.com/p/BVAiiPwjQdn/?hl=en&tagged=%D8%A3%D9%86%D8%A7_%D8%A8%D8%B3%D8%A7%D8%B9%D8%AF%D9%87%D8%A7
- Content library of recipes and tips – We created a library of tips for him and her to encourage cooking together, distributed on social as well as male-oriented portals.
- Hacked Ramadan routines through social media – Understanding the habits and schedules of men during a day of fasting, we targeted them at critical times with timely content. This included reminder messages encouraging them to check if “Mom” needed any food items before heading back home.
- Activated a nationwide lens on Snapchat - Using the Snapchat lens we encouraged our audience of men and children to take part in the campaign with a playful angle.
- Established YouTube Masthead – Using the YouTube Masthead we raised awareness for the campaign and pushed the hero video via a mass reach format. https://www.youtube.com/watch?v=lTp8FtyR2Es