Saffron Road picks a perfect time for new consumer push

Looking to reach more consumers during August, the month of Ramadan, and raise awareness of its Halal-certified product line, Saffron Road developed a multifaceted digital effort in which it partnered with Whole Foods Market and a number of other retailers.

Client: Saffron Road
PR agency: Hewar Social Communications
Campaign: Reaching Muslim consumers during Ramadan
Duration: July-August 2011

Looking to reach more consumers during August, the month of Ramadan, and raise awareness of its Halal-certified product line, Saffron Road developed a multifaceted digital effort in which it partnered with Whole Foods Market and a number of other retailers.

The team focused on digital channels because many consumers were already online to discuss Halal food and prepare for Ramadan.

Strategy
The brand partnered with the blogger from My Halal Kitchen, who wrote a guest blog post for Whole Foods providing consumers with meal preparation and entertainment tips for Ramadan. Saffron Road products were mentioned in the blog, which also highlighted a national sales promotion the brand was running.

"Acknowledging Muslim consumers during Ramadan is not just about making a sale," says Hewar Social Communications founder and principal Lisa Mabe. "It is a way to invite more consumers into a meaningful relationship with your brand."

Tactics
In addition to the blog posts and retail partnerships, Saffron Road provided digital coupons, co-hosted product giveaways with My Halal Kitchen, and created a charity tie-in where each time the brand received a Facebook "like," it donated 50 cents to Whole Planet Foundation and The International Federation of Red Cross and Red Crescent Societies.

"Having access to [Whole Foods'] more than half-million visitors to its site and blog was certainly one of the crucial parts of getting the word out on the promotion," says Jack Acree, EVP at Saffron Road, who adds that the Facebook-based donations were another key element.

Results
Saffron Road's Facebook fan base grew 115% (from 1,075 to 2,150) and its Twitter following rose 40% (from 435 to 612).

"We see continuing growth in sales after the promotion," Acree says. "A key goal was to get people to try the products for the first time since we are a new brand."

Future
The campaign is complete, but the relationship between the brand and agency continues.

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