In many European cultures, cheese is integral part of agrarian & culinary traditions. It reflects the complexities of former times when each valley was unique. However, in most non-European cultures, cheese is mostly appreciated as a comfort food that makes recipes better: local dishes, but also international staples like sandwiches, pizza, pasta and gratinés. So, as a culinary ingredient, often melted or cooked, it’s just harder to discern great quality from good quality.
Président Cheese launched an extensive range of cheese in Saudi Arabia about 10 years ago, decades after the American brands accompanied US military bases, and after many European brands entered the market. Président Cheese has not gained a sizeable market share because Saudis are simply happy with what they know, loyal to their existing brand, and unaware ofPrésident’s international reputation.
The Président’s range of product includes mostly processed cheese, what most Saudis are used to, but is also proud to be the only brand with natural cheeses such as Emmental & Kashkaval.
So, after several years of distribution and promotions for its wide range of sliced, cubed & grated Emmental, Mozzarella, Labneh, Gouda, Manchego and more, Président realised that it’s time to build its brand & tailor its messaging specifically to the Saudi Arabian consumer who values pleasure & quality above all else, but who hasn’t been given a compelling reason to try it. Can you help? Are you ready to develop a unforgettable TV commercial that communicates President’s uniquely high quality cheese?
Create an unforgettable Président Cheese TV commercial that will entice Saudis to try new cheeses with Président because all quality cheeses are perhaps not equally created.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500