Kraft launches unique GCC campaign
Dubai, July 11, 2012
Kraft Cream Cheese Original from Kraft Foods has launched a unique campaign which invites GCC residents to share their photo memories of the changing face of the region on Facebook.
The campaign at www.facebook.com/KraftOriginal titled, ‘The Original Treasures of Arabia,’ is being held under the patronage of the Saudi Arabia Ministry of Culture and Information, and is a celebration of its presence of over five decades in the GCC, a statement from Kraft said.
It invites GCC residents to share their photo memories of the ever-changing face of GCC over time, and which according to them is the real or Original treasure of the region.
Based on the photo’s relevance to the campaign, weekly winners will be announced in addition to the 10 finalists that will be chosen, the statement said. Out of these, three winners will be selected by a panel of judges.
The winners will be announced at a prize ceremony and honoured by the Kraft Foods MEA panel who will present them with professional camera equipment to facilitate and further his/her talent.
The winning pictures will also be included in the region-wide photo book that is being compiled by Lamia Al Rumaih which is aptly called ‘The Original Treasures of Arabia,’ it said. The collectible photo book will be presented to the Saudi Arabia Ministry of Culture as a tribute to the region where the product has been present for more than half a century. The two runner-ups will also each receive a professional camera.
“This campaign is a platform for everyone to cherish and appreciate one’s own country’s culture, tradition and heritage and pay tribute to Arabia through their photo memories,” said Kray Ray, marketing director, cheese and grocery, Kraft Foods, MEA.
“Imbibing devotion for the region among the new generation and strengthening love for their land by giving them a chance to showcase their photography talents is the motto behind this project. With a heritage built on trust and quality for over 50 years, it could have been none other than the oldest cheese brand Kraft Cream Cheese Spread to proudly lead this initiative,” he added.
Kraft Original has partnered with Lamia Al Rumaih who is a renowned Saudi professional photographer to judge the final winners of the campaign and also compile the photo book that will be presented to the KSA Ministry of Culture.
Rumaih pursued her photographic journey in 2006 and has since then participated in various national and international exhibitions and won several awards.
Commenting on her partnership with the campaign, she said: “I am very delighted to have been chosen to be part of such a unique and noble campaign, which aims at showcasing solidarity to the region. I am devoted to give the best of my expertise in judging the participations and contributing with pictures that showcase Arabia for the photo book to make this campaign a success.”
The weekly winners will receive ipads as prizes, and the three final winners who will be chosen from the 10 shortlisted photos, will be selected by Rumaih and Kraft Foods MEA unanimously.
The campaign runs through the months of June and July. – TradeArabia News Service