Lurpak Arabia Case Study

The Story

Ramadan is the noisiest time for the year for food promotions – it’s often referred to as the ‘Super Bowl of advertising’ due to the increase of food occasions during this important time driving competitiveness among brands. Our challenge therefore was to break through this noise and improve the market share for Lurpak.

The Solution

Driven by a key insight that the highest frequency time for searching Ramadan recipes was actually two weeks before the start of the Holy Month, we decided to work with content creators to make accessible recipe content and ‘take-over’ Lurpak’s voice before and during Ramadan on YouTube via the ‘NAME’ or ‘most delicious tastes’ in English, hashtag.

The videos were published on Lurpak’s YouTube channel and the content creators posted short edits and pictures on their platforms to drive their audiences to subscribe to Lurpak’s channel and engage with the content.

The Results