How do you put Palestine on the plates of UK consumers?
-
When you think Palestinian conflict you probably don't think artisan food. But that’s exactly what Zaytoun are about. They’re a community interest company set up in 2004 to secure political, economic and social freedom for Palestine. They do this by finding a UK market for artisan Palestinian products, including the world’s first Fairtrade olive oil. They were a small enterprise with big ambitions and needed a brand to match. That's where we came in.
-
Zaytoun had what all good brands should have – a great story. They just needed a way of telling it to the world. We worked with Zaytoun to sharpen up their positioning and visual and verbal identity, before redesigning their product packaging and website to reflect this. And because a great story is no good without a platform for telling it, we put in place and delivered an international marketing strategy that included in-store promotions, a press conference and artisan tour.
-
The redesigned packaging and widespread media coverage contributed to a 30% increase in sales and opened the brand up to a mainstream audience. The media launch secured over 80 pieces of coverage in national and specialist media including The Guardian, Al Jazeera, a feature in Observer Food Monthly and a feature in Social Enterprise magazine. Zaytoun went on to win the Times Reader’s award for Women in Ethical Business as well as the Arab-British Culture & Society Award.
Zaytoun