Saudi Arabia-based food brand Deemah (@Deemahksa) realised Ramadan was a key time to raise awareness about its new tea biscuit brand Deemah Tea Biscuits and increase market share. Prior to the campaign, it held only 7% of the market.
Ramadan is a special time in the Arab world. Unsurprisingly, it’s also the highest sales period for biscuit brand Deemah Tea Biscuits.
To make the most of this, Deemah developed a campaign based around that moment prior to consumption where people dip the biscuit in the tea.
The result was the Bela Bshai campaign, which means ‘dip it in tea’ in Arabic.