GolinHarris wins Mepra award
Dubai, December 13, 2010
Dubai-based public relations consultancy GolinHarris has won the Best Practice in Consumer Relations at the prestigious Middle East Public Relations Association (Mepra) Awards 2010.
The award-winning entry, entitled How Cheese Inspired a Region of Women, was based on a campaign which was conceived and led by GolinHarris for client Philadelphia Cream Cheese by Kraft Foods.
When Philadelphia Cream Cheese, used largely in desserts, decided to reposition itself to compete in the spreadable cheese category, GolinHarris was tasked to develop a consumer communications strategy that would complement a concurrent thematic campaign designed to increase market penetration, establish Philly as a spreadable cheese with a unique taste advantage, and encourage wide spread trial and purchase by connecting with consumers.
GolinHarris Dubai developed a first-for-the-region campaign, called Spread Some Inspiration, which was to celebrate the achievements of unsung female heroes in the Gulf. Highlighting the lighter, fun brand attributes of Philadelphia, Spread Some Inspiration was about ordinary women who had risen to the occasion to achieve something extraordinary or have touched the lives of others in positive ways be it through education, social work, business, sports or the arts.
The campaign, which rolled out in conjunction with International Women’s Day on March 8, 2010, invited women living in the UAE, Kuwait and Qatar to share their unique stories of success on www.spreadphiladelphia.com, the main campaign website.
The Spread Some Inspiration campaign, conceived by GolinHarris, went on to become one of the most widely talked about PR campaigns targeting women in the Arab world, resulting in a return of 25 times the investment. More importantly, it played an integral role in meeting the client’s marketing goals, a statement said.-TradeArabia News Service