The biggest challenge? This needed to be done in a way that could live on its own on digital channels, but also in-aisle.
Through Sila, a creative, measurable solution was released to help gather the momentum of the brand during the most important season of food consumption in the Islamic world.
Accessible recipes from creators who took over Lurpak’s voice during Ramadan time was the key to help the brand to retake category leadership in the market by 7.1%, with a market share of 5.3% and 41 tons of butter sold during the campaign time.