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Cadbury Dairy Milk
Cadbury Ramadan

RAN IN: Pakistan

CLIENT
Mondelez Pakistan

Javeria Siddiqui, Marketing Lead
Syed Gohar Hasan Naqvi, Sr. Brand Manager
Fizza Tariq, Assistant Brand Manager

AGENCY
Ogilvy Pakistan *Lead Agency

Naved Qureshi, Group Executive Director
Farhan Faisal, Associate Account Director
Sadia Qutubuddin, Sr. Executive Creative Director
Sumaira Mirza, Executive Creative Director
Sarwat Muzaffar , Creative Manager
Zahra Ali, Director Planning


SUMMARY

Recipes in Ramadan is a saturated space, Cadbury had to find a disruptive way to approach recipes. Thus, came the idea of Cadbury Kitchen – a crowd sourced recipe platform that helped promising women home-chefs scale their micro-businesses. The results? beyond our expectations: CDM’s business growth in Ramadan bypassed past 5-year CAGR by 1140 bps, and pre-Ramadan in-season growth by 340 bps. CDM scores on brand metrics ‘Brand that stands for goodness’ shot up by 300 bps. More than 200 women home-chefs engaged, 82% supported home-chefs reported business growth.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Content Promotion,Digital Mktg. – Display Ads,Digital Mktg. – Influencers,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,TV

Language: English