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Savola

Services: Social Media Management, Digital Marketing & Content Creation

The Brief

Savola Group has launched a Food Waste Prevention Program as part of its CSR initiative, aiming to address the national issue of food waste. The primary goal is to deliver a strategy and specific projects that align with the Food Loss and Waste Protocol, a global standard for food loss measurement. With a focus on establishing a national baseline for food wastage in Saudi Arabia, the program seeks to make a significant impact. In the context of Ramadan 2021, Savola envisions a highly effective nationwide digital communication campaign under the Negaderha Program. The campaign will specifically target the reduction of domestic food waste, a major concern in the country. Alongside social media and digital initiatives, the campaign aims to influence how people in Saudi Arabia prepare and consume meals during Ramadan, emphasizing portion control to minimize food wastage. The challenges include reaching all households in KSA during Ramadan, creating relevant and highly-searched recipe content, influencing the audience through effective food planning, establishing consistent brand visuals, and driving traffic to the website while increasing social media followers and online engagement. This brief outlines the overarching objectives and challenges, setting the stage for a strategic and impactful marketing campaign during Ramadan 2021.

Challenge

Savola’s Food Waste Prevention Program during Ramadan brought forth unique challenges. Creating a nationwide digital communication campaign to address domestic food waste required strategic thinking and widespread reach. Influencing how households prepare and consume meals during Ramadan demanded a careful balance of cultural sensitivity and effective communication. The challenge of reaching all households in KSA during Ramadan added a layer of complexity to the campaign. Crafting highly-searched recipe content and driving traffic to the website while increasing social media followers necessitated a robust online strategy. The multifaceted approach to reducing food waste, coupled with the challenges of creating engaging content, showcases the strategic solutions implemented to make the campaign impactful and resonate with the audience.

The Result

In response to the comprehensive brief provided by Savola, KGI is poised to execute a dynamic campaign that aligns seamlessly with the outlined objectives. Our foremost goal is to amplify brand awareness for the campaign, Savola, and its products through a dual-channel approach encompassing both social media platforms and in-store activities. Leveraging the captivating theme of the campaign, “Save our planet and win exciting prizes,” we will strategically promote the Key Visual across various digital platforms such as Instagram, Facebook, and YouTube. A pivotal component of our approach involves the creation of an engaging campaign video to announce the ‘Savola Food Waste Prevention Program.’ This video will serve as a rallying point, inspiring individuals and households to take part in the campaign by sharing their innovative ideas for reducing food waste. To encourage active participation, participants can submit videos featuring their strategies, with the most impactful idea earning the grand prize. This campaign video will be prominently featured and promoted across all online digital platforms, ensuring widespread reach and engagement. In addition to the video campaign, we plan to integrate daily quizzes centered around food waste prevention and sustainable living. These quizzes, presented in a story format with visually appealing graphics aligned with the campaign’s Key Visual, are designed to cater to various age groups. By fostering high engagement levels, these quizzes will not only spread awareness but also provide participants with the opportunity to win smaller prizes. Through this multifaceted and interactive approach, KGI aims to effectively communicate Savola’s commitment to food waste prevention and sustainability, ensuring a resonant and impactful campaign.