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  • Digital Services
  • Packaging
  • Video & Photography
  • Multicultural
  • Branding

The Ask

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.

The Insight

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.

The Execution

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.

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Bold visuals with a modern, social-friendly look broke category conventions and established the brand as “not your parents’ halal deli meat.”

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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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