Egypt-based Wadi Food was recognised for a marketing drive cited under the Best Consumer Marketing Campaign category at the third Gulfood Awards, the region’s top food and beverage accolades, in Dubai.

Wadi Food launched its Surprise Your Food campaign in June 2011 with the focus on creating a platform for the local foodie community around its expanding product range.

The main idea of the campaign is to target consumers who are growing increasing interested in cooking programs and discovering new recipes.

Wadi Food partnered with professional chefs from the Egyptian Chef’s Association and challenging them to create new recipes featuring any of the range of Wadi Food.  Those recipes were then utilized in the campaign as a means to engage consumers within each touch point.

“We’re not only an industry leader in Egypt, but across the region as well,” said Khalil Nasrallah, executive manager, Wadi Food.

“At Wadi Food, our commitment is to provide our consumers with the freshest, healthiest products possible. We look forward to continuing to expanding our reach and product offerings across the region.”

“As Wadi Food expands to provide our wholesome products to the Middle East, the recognition of the Surprise Your Food campaign is a reward for the idea , initiative & activation we have conducted in the market place and is an inspiring indicator that we are on the right track in our middle-east expansion” said Roger Darouni, chief marketing officer.

The campaign featured a recipe in each print execution and provided recipe cards in rotation on the shelf next to the product displays; as well as engaged consumers with a Facebook page sharing recipes and news.

The most innovative campaign element was creating a roaming booth which not only featured a professional chef from the Egyptian Chefs Association, but instead of consumers only being allowed to watch, turned it into a mini-cooking class by inviting them to participate through the cooking ranges built into the booth. – TradeArabia News Service