Puck Arabia set out to promote its Labneh range by highlighting the product’s benefits and encouraging a switch from Turkish Labneh. The challenge was to introduce the full range in a light, engaging, and relatable way, positioning Puck Labneh as the go-to choice for busy consumers seeking convenient, delicious options.
The Challenge
The Insight
Our audience craves convenience and creativity, especially when it comes to quick, easy solutions. Insights collected on our platform Sila revealed that snacking moments were the biggest consumption drivers, with light dinners also on the rise. We knew we had to make Puck Labneh stand out by connecting with these everyday moments.
The Solution
With the tagline “See Moments in a Different Way,” we crafted a campaign to change consumer behavior through fun, engaging content on Instagram and TikTok. We collaborated with 11 lifestyle and cooking creators to create relatable video scenarios, showing how Puck Labneh can transform stressful, last-minute situations into enjoyable moments. The creators brought Puck Labneh to life, demonstrating how the product could be a quick, delicious fix for various snacking and light meal occasions. This approach helped us break through the clutter and capture the audience’s attention with content that was both practical and entertaining.
Conclusion
By aligning with creators who could connect with everyday scenarios, the campaign achieved outstanding reach and engagement, boosting Puck’s market position and setting a new standard for success in the category. Those efforts lead to an after effect in the next month, where Puck grew ahead of the category and was the market leader in the Ramadan period in both KSA (+26% growth vs a category average of +17%) and in UAE (+82% growth vs a category average of +10%).
Sila's influence?