BISCO, Heart to Heart Campaign

Icon Advertising was approached by Besco, a confectionery and snack brand, to create a marketing campaign for the upcoming Eid and Ramadan season. The brand wanted to promote its range of biscuits to consumers in the United Arab Emirates.

Objective:

The goal of the campaign was to increase brand awareness and drive sales of Besco biscuits during the Eid and Ramadan season.

Strategy:

To achieve this objective, the Icon team focused on the universal appeal of sweetness and the emotional appeal of sharing sweet treats with loved ones. They developed a campaign titled "Heart to Heart, let nothing keep us apart" that featured an exquisitely crafted visual of two hearts made from Besco biscuits, representing the harmony between loved ones. The campaign also featured pleasant and soothing color schemes to further appeal to the target audience.

Execution:

To bring the campaign to life, we implemented a variety of tactics, including social media advertisements and targeted digital advertising campaigns on Google and other platforms. We also reached out to influencers in the food industry and offered them the opportunity to try the biscuits and share their experiences on their social media channels.

Results:

The campaign was successful in increasing brand awareness and driving sales of Besco biscuits during the Eid and Ramadan season. The emotional appeal of the campaign resonated with consumers, leading to positive responses and an increase in brand loyalty.