To leverage the upward trend in the Muslim population that has an affinity for ‘halal meat’ by launching a specialty brand that would cater to their need.
The Muslim community embraces its religious teachings by consuming only halal meat—which was, at the time of the campaign launch, not easily available. We launched the brand ‘Mina’ and solved this problem.
We offered Muslim consumers ‘Zaheeba by Hand’ meat–a lawful certification of high-quality halal meat—at mainstream stores. Thereafter, Mina was made a community-favourite through an effective and impactful integrated campaign.