Insights

Back-to-School season marks one of the most significant times for parents and children alike, as they prepare for a new academic year. It’s also a time when brands compete to capture attention with exciting offers and prizes. Traditional Back-to-School campaigns often rely on familiar elements such as school supplies, lunchboxes, and happy children to inspire motivation and excitement for the return to school. However, these themes have become repetitive, making it challenging to stand out.

Imagination

To create a deeper connection with both parents and children, we created a campaign that focused on the emotional side rather than the usual Back to School offers, where our focus was on our kids as the “Heroes of Tomorrow.” This concept broadens Al Rawabi’s commitment to quality and health, fostering an emotional connection with families. It emphasises Al Rawabi’s role in supporting children’s academic and physical growth through nutritious products, reinforcing the brand’s promise of “The Nation’s Health.”

By using a vibrant Back-to-School-inspired color palette, playful yet impactful typography, and cheerful visuals, we delivered a message that resonates instantly. Prominently featuring Al Rawabi’s bakery, dairy, cheese, and juice products, the campaign aligns perfectly with the needs of parents while sparking excitement in children.

Integration

Developed an integrated communication solution to amplify the Back-to-School campaign message across social media through static posts (including IG Grid), engaging videos, and interactive stories. To boost audience engagement, we introduced a social media competition, inviting parents to share creative lunchbox ideas using Al Rawabi products for a chance to win several prizes.

We have taken the campaign a step further to bridge the gap between digital and physical touchpoints, where we integrated QR codes into POS Material, allowing customers to scan and access campaign videos directly, making it easier to join the competition. This strategy ensured a seamless and impactful brand presence, making Al Rawabi products stand out in a highly competitive period where the set KPIs of reach and engagement were exceeded.