Marami Chips
From Product to Lovemark: Rekindling Customer Love through Social Listening & Nostalgia
Project Type
Digital Marketing
Achievements
Gold Muse Creative Award for “Social Media: Consumer Brand” Category
Challenge
Marami’s potato chips are well-known and much-loved in Saudi Arabia. However, the company was inactive on social media and did not interact effectively or dynamically with its consumers. Our aim at Blue Hat was to help Marami rebrand itself and return to the forefront of consumers’ minds by tapping into feelings of nostalgia, linking Marami chips with the everlasting memory of childhood.
Intervention
Blue Hat began by looking over Marami’s rebranding brief and gathering information from a previous co-creation workshop they had held. We conducted research to gain insight into the snack food market in Saudi Arabia in order to be able to position Marami within a field of competitors.
To better understand the products offered by Marami, we held a chip tasting session at Blue Hat’s offices and conducted interviews with both local and expat consumers of Marami chips in Saudi Arabia. We activated social listening on Twitter and Instagram, allowing us to gather information on the brand’s image and perception and discover consumers’ behavioral nuances towards it.
This allowed us to define the brand personality and identify the audience that the new Marami campaign would target and engage in conversation on social media.
Results
The unique theme of the marketing campaign for the brand focussed on echoing the childhood and teenage years of millennials who had grown up eating Marami chips. To reveal the new brand identity, Blue Hat created a dynamic visual campaign via a newly-established social media presence.
We positioned Marami as a “lifestyle companion”: the go-to snack and top-of-mind brand that young adults can enjoy while trusting that there is no compromise on quality and taste. We came up with a slogan/hashtag that tapped into the feelings of nostalgia: أنا من جيل مرامي#, #generationMarami
To build loyalty to the brand, a yearly calendar for campaigns and competition was designed to keep Marami at the front of consumers’ minds.
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