Challenge

Ramadan is a time of profound family bonds, cherished traditions, and meaningful moments, when families unite and media engagement soars. However, during this sacred month, Hunger Station faced a significant challenge: standing out in a market overwhelmed by discount-driven promotions while dealing with a drop in food delivery services due to increased home cooking. Additionally, there was a need to grow our newly introduced grocery delivery service to counterbalance the decline in food delivery.

Solution

To tackle this, we turned to Fananees, a beloved Ramadan tradition. For a decade, MBC’s Fananees characters have charmed viewers with their humorous, endearing short videos that capture the essence of Ramadan. Each year introduces a new character, adding fresh joy to the season. This year, we saw an opportunity to integrate Hunger Station into this cherished tradition, creating a unique connection with our audience.

We introduced Hunger Station as a new Fananees character, conceptualizing the Hunger Station box as part of this animated ensemble. This character embodied the joy of sharing meals and the convenience of family gatherings while fitting seamlessly into the humorous world of Fananees. Through engaging videos, we showcased how Hunger Station enhances Ramadan experiences and promoted our new grocery delivery service.

Additionally, we integrated the Fananees characters, including Hunger Station, into our app with a Ramadan-themed game. Users could interact with these characters, discover them within the app, and win prizes, deepening emotional engagement and driving interaction with our services. Our digital strategy optimized content delivery to peak Ramadan moments, boosting awareness and usage of our food and grocery services

Topline Results

The campaign was a resounding success, capturing the essence of Ramadan through a beloved cultural icon. By integrating Hunger Station as a new Fananees character, we not only rejuvenated our brand but also created a deep emotional connection with our audience. This campaign set Hunger Station apart in a crowded market, blending tradition with innovation to celebrate family, togetherness, and the spirit of Ramadan. It also effectively addressed the challenge of declining food delivery by boosting our grocery service, ensuring that Hunger Station remained an integral part of our customers' Ramadan experience.

• +35.4% in orders compared to Ramadan 2023
• +24.6% in acquisition numbers compared to Ramadan 2023
• +2pts in brand favorability tracker