Advertiser: Delima Oil Products Brand: Saji Creative Agency: - Credits: -
Saji products’ (Cooking oil, Margarine, sauces) were facing a tough consideration issue vs established brands in the market. We needed a platform to create a strong association of Saji with the Malay housewives during the month of Ramadan.
Insight, Strategy and the Idea
During the fasting month of Ramadan, one of the biggest stresses Malay housewives faced is providing a variety and fulfilling meals to the family during buka puasa (break fast), everyday, for 30 days of the month! We integrated Saji products into Ketuk Ketuk Ramadan (KKR), Malaysia’s highest watched cooking show. Leveraging on the celebrity host’s (Shiela Rusley) influence power, she created different ramadhan dishes featuring our products demonstrating the versatility of Saji products. Invited guest celebrities on the show further lends credibility to product testimonials when they smell the food (its fasting month).
Saji products were at the centre of the Ramadan cooking using a 3 prong I.T.S. strategy to connect with our Malay housewives. 1) Integrate: The humorous light-hearted conversations by Shiela drove a sense of stress-relief for the viewer and brand mentions and product propositions were tastefully induced into these conversations. 2) Teach: Shiela was positioned as an advocate of Saji as she advices and communicates the product benefits and ways of usage to the guest celebrities present on the show. 3) Showcase: The range of products were tastefully integrated across the cooking table, the centre piece of the kitchen area
Results and Effectiveness
• Saji product sales hit +20% growth
• 76% of Malay housewives who watched KKR intent to purchase Saji.
• Brand association as an essential product range during Ramadan improved to 65%
• 206,000 housewives were reached by the program
• Over a 100,000 housewives followed the show on social media, where Saji product recipes were integrated