Puck, a well-known brand under Arla Foods, launched a regional campaign to promote its Halloumi cheese across the Middle East. The campaign aimed to increase brand awareness and engage consumers by positioning Puck Halloumi as a versatile and delicious choice for various meals. The project’s scope included managing all shopper experience materials and developing a comprehensive toolkit to ensure consistent execution across different markets.

Challenge: The primary challenge was to create a compelling shopper experience that would attract attention in diverse retail environments across the Middle East. The materials needed to effectively communicate the versatility of Puck Halloumi cheese while resonating with various cultural preferences within the region.

Approach:

1. Shopper Experience Materials: A range of in-store materials was developed, including shelf talkers, banners, and product displays designed to maximize visibility and encourage trials. The materials featured vibrant colors, mouth-watering visuals, and clear messaging to stand out in busy retail spaces.
2. Toolkit Development: A comprehensive toolkit was created, containing detailed guidelines for in-store activation, promotional assets, and production materials. This toolkit ensured that the campaign could be implemented consistently and effectively across all markets in the Middle East.
3. Production Management: All production materials were meticulously managed to maintain high quality and alignment with brand standards, from printing to distribution across various locations in the region.

Execution Highlights:

• Eye-Catching Displays: Developed visually appealing displays featuring appetizing images of Puck Halloumi in various regional dishes, designed to attract local consumers.
• Consistent Campaign Execution: The toolkit provided clear guidance to retailers, ensuring a unified brand presence and message delivery throughout the campaign.
• Efficient Distribution: Coordinated the production and delivery of materials to multiple markets, adhering to strict timelines and quality control.

Results:

• Boosted Brand Visibility: The campaign successfully increased Puck Halloumi’s presence in retail stores across the Middle East, drawing customer attention and driving sales.
• Enhanced Consumer Engagement: The in-store materials created an engaging experience, prompting customers to explore Puck Halloumi, resulting in higher product trials and positive feedback.
• Successful Regional Implementation: The comprehensive toolkit facilitated consistent execution across all markets, contributing to the campaign’s overall success.