PUFF PASTRY: Hunger Illusion
Challenge
Establish growth for the puff pastry and penetrate new segments and become the healthy choice of snack. The task is to launch a communication campaign to ignite change in the puff product segments
Insight
Research revealed that “in-between meals hunger satisfaction” was a crucial need among youth in KSA. Chocolate bars, chips, cakes and biscuits were the usual choice.
The idea
“Hunger Illusion”
Hunger has a different impact on different people, as some lose their temper, some lose their energy, and some lose their focus. l’usine puffs are the perfect remedy to the in-between hunger problem.
Results
l’usine puffs exceeded all targeted KPIs. Moreover, they became synonymous with “Tasbeerah” and owned it, ending up trademarking the term. Lusine also created a new sub- for the puff pastries, and more product variants were added to the product range.usine
