Country Arabia is a new player and wants to launch its new range of premium meat cuts in an already crowded market.
We knew from day one that we needed to be different. First we packaged the chilled meats into smaller portions so anyone can enjoy it without having the guilt to finish what usually is sold as a family sized pack. Next, we talked only to the bachelors and not mothers. A huge risk that paid off well when we launched it only in social media.
Our strategy to only talk to bachelors and not mothers (a typical target demographic when it comes to the F&B and FMCG industries) was to portray realness in how everyone goes about their daily lives. No one ever gets up from their beds with a glowing sunshine radiating from within. We are all in the same rat race, we do our best to get ready every morning and just as life throws you a curveball, you'll be glad that Country Arabia Premium Meat Cuts is there to fill you up, quickly!
• 2+ million YouTube views
• 30% view through rate compared to industry average view through rate which is 17%
• 3+ million Cadreon views
• 53% view through rate compared to industry average view through rate which is 25%