Work
Al Watania – Full Brand, Marketing & Communication Revamp For KSA Poultry Brand
The Brief
Al Watania is one of the biggest providers of poultry and eggs in KSA and the world. It distributes over 1 million eggs daily to the Saudi market. Lately it was overshadowed by newer brands that – though didn’t have the same volume and processes as Al Watania – had a fresher image.
The brand needed to regain equity and affinity in consumers’ minds and hearts. In other words, it needed to undergo a revamp.
Our aim was to review the entire communication strategy, to include: revamping the brand identity, repositioning its image in the market and giving it a fresh and new look & feel.
The Solution
We went through in-depth market research, analyzed the competitive environment, and dug deep into our client’s entire processes and operations before setting the ground for our next step.
Starting with the brand identity, we created a livelier version of their logo – inspired by their authentic chicken emblem that had so much recognition; thus, retaining the brand’s authenticity while injecting a modern and fresh spirit to appeal to consumers.
We then rolled out the new corporate identity on the packaging, infusing fresh bright colors to have our products standing out among others, and we engineered their placement and their visibility on the shelves in points of sales, while we ensured communicating to our target audience that the quality, taste and price haven’t changed, only the look has.
Our brand revamp included all customer touch points, from logo to product packaging and placement in points of sales, to online and above-the-line presence.
The Campaign
In parallel, and as Al Watania was celebrating its 50th anniversary, we took this opportunity to communicate the national pride and heritage of the brand. Hence the emotional National Day TVC was produced and broadcast across social media channels with the hashtag #InSafeHands #بأيد_أمينة.
On a tactical level, we launched a product centric quality campaign with 4 TVCs aimed at adjusting the audience’s false perception about the brand being old fashioned rather than premium and modern. We showcased the leading quality through the storylines, setups, image and chosen casts. This helped us create brand affinity, and reposition Al Watania as relatable, trusted and appreciated by all family members. The videos were signed with #QualityInGoodHands and boosted on all social media platforms following a targeted digital media plan.
The Result
The entire communication was a success story at every level: the new identity and packaging increased customers’ trust in the brand, it also increased sales volume. On Social Media, the national day TVC received high engagement and got hundreds of comments within minutes, which drastically increased the brand’s positive sentiment online. And last but not least, the tactical quality campaign came at the right time to further seal the new brand’s positioning and persona, which put Al Watania on the right pedestal of being a leading brand in KSA.
