Mina

Our Work

The Challenge

Every ethnic individual follows certain religious habits which have been carried forward by their ancestors. In the same way, the Muslim community has a tradition of buying Halal meat from local vendors and are reluctant to purchase such products from retail stores. Therefore, our challenge was to change the buying experience of Muslim consumers in getting Halal food by offering them certified hand slaughtered meat with better quality.

The Idea

The targeted community is brand loyal and religious so, we had to prove to them that all Mina’s products certified by the H.M.A and use this in our communications. We then developed a brand tagline- ‘Zabeeha by hand’; which assured consumers about the product. After the finalization of the concept, we then launched the brand from scratch, including Website development and 3 TVCs using South Asian, Arab and Persian families. We also created Print ads, conducted contests, provided online coupons, created a Ramadan calendar and recipe cards. This campaign was highly successful and opened the gates for Muslim consumers to purchase from their store.

“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 and Ready to Eat

Mina

Availability in mainstream stores all across Canada