Mina

Our Work

The Challenge

Muslim Community in Canada follows the back home habit of buying meat from their local butcher shops. The challenge was to transform the Halal food shopping experience at mainstream retailers by offering the Muslim consumers trusted, ‘Zabeeha by hand’, high quality poultry & meats.

The Idea

Mina was branded keeping in mind the holy valley of Mina, a sacred place for Muslims, to keep the connection to eating “hand slaughtered halal”. After conducting in depth shop-along research, “Zabiha by hand” was established as a tagline to establish an emotional connects with the consumers and add a personal touch to the brand.

“Zabeeha by hand”

The Campaign

Branding, Packaging and Design

Mina was branded keeping in mind the holy valley of Mina a sacred place for Muslims and keep the connection to eating “hand slaughtered halal”

Minahala.com showcased product availability as well as various enticing Ethnic recipes and photography using ethnic touches showcasing South Asian, Middle Eastern foods making the connection with the colors and props.

Media Campaign was developed for the Muslim South Asian, Arab and Persian community showcasing the convenience of Mina.

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Tactics

3 TVCs using South Asian, Arab and Persian families
Print ads
Tactical use of selected in language newspapers
ROS presences on popular websites
Contests
Social Media
Traffic to landing page
Online Coupons
Ramadan Calendar
Recipe cards

BRANDING & PACKAGING

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TVC

Communities Targeted- Persian Arab & South Asian

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WEBSITES

Production & Photography www.minahalal.com

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PRINT & ADVERTORIALS

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DIGITAL

Online coupons and Social Media

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DIGITAL

Online coupons and Social Media

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POS & IN-STORE

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RECIPE CARDS

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EXPERIENTIAL

EVENTS

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THE RESULTS

Increase in Product line

  • Fresh
  • Frozen
  • Ready to Eat
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Availability in mainstream stores all across Canada