CLIENT
Bel group
Coline Tatibouet, Marketing Director
Chiraz Chabes, Marketing Manager
Eric Haddad, Senior Brand Manager
AGENCY
Fabio Silveira, General Manager
João Medeiros, Executive Creative Director
Daisy Sawaya, Account Director
Maha Tohamy, Account Manager
Anshuman Bhattacharya, Associate Creative Director
Adrian Mutescu, Strategy Director
Anna Sadykova, Senior Strategist
Nada Reslan, Senior Social Media Executive
Farah Elbatawi, Senior Social Media Executive
Dima Zaytoun, Business Lead
Wael Kantar, Senior Manager
Noora Al Madi, Media Executive
SUMMARY
In a cheese category dominated by two brands, Jibnet Abu Al Walad won the hearts of the people in Oman by going against the curve. Instead of focusing on winning over moms, we identified an untapped audience – the Omani youth. We tapped into their cultural pride as an occasion, taking ownership of a local food icon. With spends 6x lower than the competitors, the efforts benefited the brand and resulted in the highest jump in market share within a single month, while the two competitors were stagnant and declined.
