Portfolio: Kiri Squares Ramadan TwistFMCG

• Bel Fromageries
• July 2011

Kiri Squares have been adding flavour and enjoyment to meals since the 70s. In 2009, in an effort to diversify their regional communication strategy, which has historically been focused on TV and outdoor campaigns, Fromageries Bel launched the ‘Cooking with Kiri’ website to deliver a platform to share recipes and meal suggestions, all based around Kiri Squares.
To support their communication during Ramadan, Flip Media redeveloped the site to promote and communicate a Ramadan meal planner, cooking tips and tricks, as well as a Ramadan competition for creative chefs to put their spin on a weekly recipe, which was shared through the website.
Participants are engaged through Kiri’s Facebook page. They are invited to add a twist to the ‘Kiri recipe of the week’ by adding their personal touch to the ingredients. All entrants are encouraged to invite their friends to vote for their ‘twist’ of choice on the website; every week, the winning entrant will be the lucky winner of a BlackBerry® Torch™ 9800.

In addition, the website provides a meal planner to enable users to plan ahead for Ramadan. The tool allows users to populate up to three different dishes in their daily calendar. Users are asked to select their favourite ingredients and the planner suggests recipes, which the user can drag and drop into the calendar. Alternatively, the tool can randomly populate the calendar for a true mix of all the different recipes that Kiri can provide.
The website also offers tips and tricks on cooking, table and flower arrangements, fruit and vegetable carving, as well as some Ramadan-specific tips, including taking a 15 to 20-minute walk after Iftar.
The Ramadan campaign has been a massive success, drawing an unprecedented number of entrants and voters. The campaign will continue until the end of August.