Puck, a renowned brand under Arla Foods, launched a targeted campaign in Iraq to promote its range of creamy products, including cream cheese and cooking creams. The campaign aimed to increase brand visibility and engage local consumers by highlighting the versatility and quality of Puck’s creamy products. The scope of work included managing all shopper experience materials and developing a comprehensive toolkit to ensure consistent and effective campaign execution across various retail environments in Iraq.

Challenge: The main challenge was to create impactful shopper experience materials that could effectively communicate the product benefits and versatility of Puck’s creamy range in a culturally diverse market like Iraq. Additionally, the campaign needed to resonate with local preferences while maintaining a unified brand message that aligned with Puck’s overall positioning.

Approach:

1. Shopper Experience Materials: Designed a variety of in-store materials, such as shelf talkers, posters, and product displays, to capture consumer attention and encourage trial of Puck Creamy products. The materials emphasized the quality, taste, and versatility of the products, showcasing their use in a variety of local dishes.
2. Toolkit Development: Created a comprehensive toolkit that included guidelines for in-store activation, promotional assets, and production materials. This toolkit was tailored to meet the specific needs of the Iraqi market, ensuring that all campaign elements were implemented consistently and effectively.
3. Production Management: Oversaw the production of all materials to maintain high quality and alignment with Puck’s brand standards, from printing to distribution in key retail locations throughout Iraq.

Execution Highlights:

• Localized In-Store Displays: Developed culturally relevant visuals and messaging that highlighted Puck’s creamy products in popular Iraqi dishes, appealing to local tastes and culinary preferences.
• Consistent Campaign Execution: The toolkit provided clear instructions and assets for retailers, ensuring a cohesive brand presence and effective communication throughout the campaign.
• Efficient Distribution: Coordinated the production and timely delivery of materials to multiple locations across Iraq, adhering to strict quality controls and deadlines.