Stalwart Montreal-based Levitts, a deli meat producer, came to us to help brand and market a new line of halal deli products, Assala Halal. With many Muslims on their team, they knew there was a market — but they didn’t know how to reach it.
As the creators of the Halal Shopper Survey, we have in-depth knowledge of this market. We saw an opportunity to connect with first- and second-generation Canadian Muslims who, unlike their parents and grandparents, would respond to non-traditional marketing yet still believe in the integrity of the brand.
To break through the typical halal marketing, we created a rebel identity for Assala — rebelling against stereotypes and rebelling against the idea that halal deli meat is inherently bland. We created eye-popping, thumb-stopping visuals including bold graphics and dynamic food photography, paired with usage ideas for an audience unfamiliar with deli meat, and a fun, irreverent attitude throughout.
This campaign earned an award for Multicultural marketing at the 2019 Marketing Awards.
Bold visuals with a modern, social-friendly look broke category conventions and established the brand as “not your parents’ halal deli meat.”
Colourful branding that mirrored the look and feel of the website made in-person activations stand out from the crowd and generated significant foot traffic.
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