Goody is a leading food brand in Saudi Arabia and Pasta is one of their famous products. They wanted to promote pasta as main dish and revoke the perception within Saudi culture that Pasta is a side dish. We created along with the client a list of recipes where Pasta is the main ingredient. Recipes such as Pie, Biryani, Shawerma..etc.
To communicate those recipes to the consumers, we created a TVC showing famous Chefs cooking their favourite dishes using Pasta; also we utilized the different shapes of the Pasta to make relevant Arabic messages. For example, We use the Farfalle wings like shape to say in Arabic "Make your husband heart flutters with Joy" as you can see in the ads below. Each ad. delivers a recipe with related message and CTA to drive the consumer to visit a micro-site to find more recipes.
We activated the campaign by creating live cooking show in Malls, Parks..etc.
from the TVC photo album
Make your husband heart flutters with Joy
Pasta Pie
Make your guests dive in your dishes
Pasta Biryani
Twist your guests minds with your recipes
Pasta Shawerma
Live cooking booth in Malls
