Cinnabon Middle East Ramadan Campaign – “Cinnabon: The Missing Piece”
Introduction:
During the Holy month of Ramadan, family gatherings and visiting friends and relatives are cherished traditions. Bringing desserts to these gatherings is a common practice, symbolizing generosity and togetherness. Cinnabon Middle East aimed to position its desserts as the perfect finishing touch to Ramadan feasts, branding them as “The Missing Piece” on the table. This campaign sought to increase brand visibility, drive sales, and integrate Cinnabon desserts into the Ramadan dining experience.
Campaign Objectives:
Strategy and Execution:
Cinnabon Global
2020-04-24
The campaign aimed to position Cinnabon desserts as the essential addition to Ramadan family gatherings ("The Missing Piece"), thereby increasing brand integration and visibility. Specific goals included boosting sales of specially curated Ramadan dessert platters, enhancing awareness through strategic marketing, and deeply engaging the community by associating Cinnabon with the spirit of Ramadan.
A+, A, B+, B Females, Kids, Teen
Cinnabon Ramadan Gulf سينابون رمضان
Cinnabon Ramadan (Egypt 2020) for Ramadan platter
The "Cinnabon: The Missing Piece" campaign resulted in a significant increase in sales, with many customers choosing Cinnabon platters for their Ramadan gatherings. The hashtag #CinnabonMissingPiece gained substantial traction on social media, generating high engagement and numerous user-generated posts depicting Cinnabon at family events. The combined efforts of digital marketing, traditional media, and influencer partnerships successfully enhanced brand visibility, positioning Cinnabon as a key player in Ramadan festivities. Positive customer feedback highlighted the appeal of the themed packaging and the convenience of ready-to-serve dessert options, reinforcing Cinnabon's connection with the community and its cultural relevance during Ramadan.
Sales Increase:
High Engagement
Enhanced Brand Visibility:
Community Connection:
Customer Feedback