OVERVIEW
OVERVIEW
BRIEF
For the blessed month of Ramadan, Sainsbury’s approached Mediareach Advertising for a campaign with a unique emphasis on its world foods segment, especially among British Muslims. The key objective was to reflect a wide product range, where people of all ethnicities can relate to Sainsbury’s as their go-to market. That way, they can celebrate diverse Iftar meals while enjoying different Ramadan recipes.
STRATEGY
We planned and executed an omnichannel campaign featuring Imran Abbas, the Southeast Asian Pakistani icon, actor, model and influencer who visited the UK for a Ramadan sojourn. There, he shared his personal story, introducing a fresh and sincere perspective that resonated with both the second and third generations of the UK audience.
Surrounding the marketing scene with Ramadan-ish vibes, our team worked around the clock to tick all the production boxes for a successful campaign. The TV promo went live on the 6th of April, 2022, on different channels, including ARY, Islam Channel, Hum Masala, Geo Entertainment, British Muslim TV, Colors Network, Utsav Plus and Utsav Bharat.
OVERVIEW
OVERVIEW
BREIF
To support and celebrate the Black History month, culture and the contributions Black people have made to society.
STRATEGY
The team developed a media partnership campaign focused on Black History Month, using sponsored advertorial content with two key African/Caribbean publications supported by strong Digital campaign to help generate awareness of Black History month and the work done by the pioneers.
Two of the most relevant and prominent publications catering to the African/Caribbean audiences were considered for this activity in order to ensure content quality, relevance and to guarantee authenticity from a reader’s perspective.