Ogilvy Noor is proud to be part of the UK’s first national brand campaign for Muslim consumers
Ogilvy Noor, Ogilvy Public Relations/London and Geometry Global join forces to support first national brand campaign aimed at British Muslim consumers
ieat Foods successfully launched in Sainsbury’s across the UK
London – 4th March 2014, Ogilvy Noor, Ogilvy Public Relations/London, and Geometry Global are celebrating the launch of the first national brand campaign aimed at British Muslim consumers: ieat is a world-class brand which for the first time, establishes a British Muslim identity through upholding Muslim values as well as understanding what it means to be a Muslim today.
The exciting new food range was launched in selected Sainsbury’s supermarkets in February 2014. Shazia Saleem, founder of ‘ ieat foods’, was frustrated with not being able to enjoy traditional British foods as they are non-Halal, so in true entrepreneurial spirit she has created her own range. Ogilvy Noor, Ogilvy PR/London, and Geometry Global were commissioned to bring her brand to the UK market.
Working in tandem, the three agencies have brought together a team of planners, brand activation experts, Muslim consultants and media relations professionals to support the brand’s national retail launch. The work champions the belief that there is a huge Muslim consumer population waiting for brands to engage with sensitivity, sophistication and humour. Thinking beyond the stereotypes and the experience of being Muslim, the campaign aims to achieve subtlety and directness in a way that agencies have not done so far.
Shelina Janmohamed, Vice President of Ogilvy Noor comments: “Ogilvy Noor is excited to be pioneering communications and brand engagement with Muslim consumers in Britain. This young, educated and increasingly affluent segment of 2.7 million people who spend £30 billion each year has been overlooked by brands so far. But the excitement and positive reception by the mainstream market as well as the Muslim community indicates that the time is now right for brands to start engaging proactively with Muslim consumers.”
Omaid Hiwaizi, Chief Strategy Officer, Geometry Global adds: “It’s a privilege, not only to launch a new brand, but also a whole category. We are proud to be working with ieat foods and apply our Precision Activation approach, which we have used to develop an intimate understanding of this very specific audience, and most effectively define a launch approach to maximise the long-term success of the brand.”
Lesley Anderson, Head of Publicity at Ogilvy Public Relations/London says: “We knew right from the start that the launch of ieat Foods was going to be a story that media would truly want to hear about. Strategic placements of profile interviews with Shazia Saleem pre-launch meant that we already had consumers wanting to know where to buy the products before they were even on the shelves!
For further information about this press release please contact:
Head of Publicity
About Ogilvy Noor: we are the world’s first bespoke consultancy aimed at building brands with Muslim consumers. Part of the Ogilvy & Mather network, we are dedicated to understanding and engaging with a growing but yet untapped opportunity with 1.8 billion Muslims, who spend over $2.1 trillion each year.
Ogilvy Public Relations/London is currently the UK’s most awarded agency, winning 29 major industry awards, including two coveted Cannes Lions, 5 PRCA Awards, 4 PR Week Awards, and 3 Corp Comms Awards over the last 2 years.
About Geometry Global
Geometry Global is the largest and most geographically complete activation agency of its kind, providing brand marketers with a unique solution for an unmet need: Precision Activation. This proprietary approach focuses on the exact blend of context and content that combine to influence consumer behaviour, transforming proven communication techniques and big creative ideas into effective and profitable business growth drivers.
With a team of 4000 experts in 56 markets, the global network develops highly compelling marketing programs – informed by data and insights – connecting people with brands at precisely the right times, in the right places, and right ways – making a measurable difference to clients’ businesses.
Launched in June 2013, Geometry Global delivers award-winning creativity and integrated talent across a range of disciplines including Shopper, Relationship, Promotional and Experiential, Trade, and Digital Marketing for such brands as Adobe, GlaxoSmithKline, The Coca-Cola Company, Heineken, Unilever and Vodafone.