The Brief

In the Arab Gulf, Ramadan is observed by the majority of consumers, making it a key consumption period for food brands in the region. After over a decade of having a local presence in the region and many more of being an international import, Nutella is beloved by Arab consumers who have embraced the product as their own, incorporating it into local dishes and leading sales internationally. For Ramadan 2020, the brand wanted to make their biggest push to date to develop a fully-integrated campaign including social.

The Strategy

In order to have a month of unique and cohesive content to keep followers engaged, we developed a multi-pillar strategy where we produced desert recipe content, UGC-style jar craft videos, and repurposed TVC campaign assets optimized for social. We shot the craft videos in-house and worked with a social production team to shoot the recipe content in a studio.

The Goal: Maintain regular posting throughout the month of Ramadan with unique, varied content that kept the cohesive messaging of our campaign, “For Sweeter Ramadan Smiles.”

The Results

That year, Ramadan started in late April during the peak of Covid lockdowns across the Gulf. This made the fact that we had already planned and produced content even more important, as we were able to post consistently during a time when consumers were still gathering with their households to observe Ramadan, in addition to consuming media at the highest rates the region had ever seen. Our Ramadan content gained over 20K+ organic views and helped the brand navigate the uncertainty of the early pandemic market with confidence that consumers were still being engaged.