2022 Winner

Canada’s Muslim population is growing, but the Halal consumer is changing. Those who are younger want more variety and new flavours, but food producers looking to innovate risk alienating the older generation who have established tastes. Zabiha Halal launched two new halal sausages, classic and spicy, adding to its existing portfolio as the only Canadian brand to bring mainstream sausage flavours to the Muslim community. The “It’s All Halal” campaign, created by King Ursa, incentivized its target audience to engage in a trial offer that was available for redemption on the brand’s website. The campaign reached the audience based on a re-targeting pool built from previous campaigns, as well as Facebook look-a-like audiences, offline sales data and online retail channels – ultimately reaching 60% of the Muslim population across Canada with 201% return on ad spending.

Credits

Agency: King Ursa
Client: Maple Lodge Farms
Executive Creative Director - Sean Atkinson
Executive Creative Director - Grant Cleland
Associate Partner, VP, Media and Analytics - Joanna McFarlane
Director of Media Strategy - Zain Zaidi
Director of Analytics - Ray Kwong
Media Buyer - Alex Khotsiphom
Group Business Director - Kristin Stefanyk
Junior Art Director - Eldho George
Copywriter - Claire Mills
Senior Strategist - Nagmeh Phelan
Platform Manager - Bea Ticsay
Account Supervisor - Tara O’Brien
Account Coordinator - Libby Sutherland
Senior Project Manager - Fauzan Siddiqui
Community Manager - Mira Rawady
Producer - Tania Overholt
Editor - Alex Shutsa
Editor - Noah Lalonde
Director of Marketing, Maple Lodge Farms - Sarah Khetty
Brand Manager, Zabiha Halal- Lucas Metz
Associate Brand Manager, Zabiha Halal- Duaa Qadri
Associate Brand Manager, Digital- Mudeeha Yousaf