AGENCY
Mongi Bhouri, Strategic Planning Director
Nidhal Zoghlami, Managing Director
Georges Yammine, Executive Creative Director
Myriam Ben Aissa, Account Manager
Sofien Mejri, Associate Creative Director
Slim Essaidi, Associate Creative Director
Mohamed Amine Jabloun, Senior Copywriter
Mohamed Amine Kassaa, Art Director
Propaganda Productions
FP7 McCann Dubai
Tahaab Rais, Regional Head of Strategy
Tala Arakji, Senior Strategy Manager
SUMMARY
Due to COVID-19 lockdowns, Diari, a famous homegrown couscous brand, lost market share and leadership.
As lockdowns were lifted, Diari decided to uplift Tunisians through a branded content documentary series.
Collaborating with an upcoming photographer and influencer, Diari documented his journey visiting homes across Tunisia, capturing the diverse ways that Tunisians prepare couscous with.
These recipes were collected into the first-ever crowdsourced and branded couscous recipe book.
Diari became market leader again, gaining +14% market share from its nearest competitor; from being 11% behind the competitor just 4 months earlier.
