Food delivery apps are one of the fastest booming industries in Saudi Arabia, where the market is seeing continuous year on year growth, with many brands – local and international – competing on their shares of the pie. Jahez is a Saudi homegrown brand, and one of the biggest market players. Their strength is in their cutting-edge app, order tracking technology as well as their fast and responsive customer service, empowered to give clients with on the spot solutions.
When they first approached us, they had just signed a deal with Al Hilal, one of the biggest football clubs in Saudi Arabia, and so, needed us to create banners for the stadiums announcing this sponsorship. Our successful collaboration with Jahez on this first project established our relationship with the brand that entrusted us to handle their full identity revamp, ongoing communication, and social media presence.
Our intervention started with in-depth research, starting with Jahez’s customer database, the brand’s main competitors, as well as global patterns and industry success stories. The valuable insights and analyzed data were the base upon which we developed the brand, marketing & digital strategies – the building blocks for a strong, relatable and responsive brand that will become its target audience’s top of mind go-to app at every meal.
This was followed by a full brand identity and guidelines revamp. We developed the logo to be modern and future-proof, with a graphic element, a yellow dot, representing the brand’s core promise: customer-centricity. The colors selected gave the brand a fresh and vibrant new look.
The revamped identity was then rolled-out on all collaterals, including delivery boxes, bags, drivers’ uniforms and hats, POS material, car and motorcycle branding amongst others. We then worked on creating their marketing calendar to include a series of activations and events with Al Hilal Football club, which we then developed the branding for, including booths, banners, and stadium hoardings.
Jahez social media presence was our next big challenge. The brand wasn’t always responsive on all the platforms, often using low-quality pictures provided by the listed restaurants. Based on our digital strategy, we developed the axis of communication aimed at bringing the brand closer to its customers, making it relatable to their day to day life. This was followed by a weekly social media content shoot, from which we built the Jahez’ image library and generated our own original and candid images. The social media calendar included weekly competitions and valuable prizes, such as Al-Hilal merchandise and app credits, which increased the follower base, engagement, and brand’s positive online sentiment drastically.
When the coronavirus storm hit, the demand on delivery naturally increased, so we launched an Out Of Home campaign (OOH) that would go live an hour before the official curfew imposed by the government, asking people to go back home and stay safe as Jahez is getting ready to serve them. This was naturally a success and positioned the brand as top of mind during delivery rush hours.
Our ongoing collaboration with Jahez is one we are proud of. We succeeded in repositioning the brand, making it top of mind any time of the day while increasing engagement and the follower base on all their social media platforms. Together we worked on Jahez’s brand architecture that will soon see the launch of sub-brands, allowing the company to diversify and scale-up. Many exciting campaigns are also in the pipeline and will be announced throughout the year.