Cinnabon Ramadan | Regional Campaign | سينابون رمضان ما يكملش من غيره

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:

  1. Brand Integration: Position Cinnabon desserts as the essential addition to Ramadan family gatherings.
  2. Sales Boost: Increase sales of Cinnabon dessert platters during Ramadan.
  3. Brand Visibility: Enhance awareness and visibility of Cinnabon as a Ramadan staple.
  4. Community Engagement: Foster a deeper connection with the community by associating Cinnabon with the spirit of Ramadan.

Strategy and Execution:

  1. Campaign Concept: The concept revolved around presenting Cinnabon desserts as “The Missing Piece” that completes the Ramadan table. This aligned perfectly with the tradition of bringing desserts to family gatherings.
  2. Product Focus: Highlighted specially curated Ramadan dessert platters, featuring Cinnabon’s signature cinnamon rolls, pecan rolls, and bites, accompanied by regional favorites like baklava and kunafa.
  3. Themed Packaging: Introduced exclusive Ramadan-themed packaging designed to be both visually appealing and convenient for serving at gatherings.
  4. Promotional Offers: Implemented special Ramadan promotions, including discounts on bulk orders and combo deals to encourage the purchase of Cinnabon platters for family gatherings.
  5. Digital Marketing:
    • Social Media Campaign: Utilized Facebook, Instagram, and Twitter to showcase the concept through engaging visuals and videos. Posts depicted family gatherings completed by Cinnabon platters, emphasizing the tagline “Cinnabon: The Missing Piece.”
    • Hashtag Campaign: Created the hashtag #CinnabonMissingPiece, encouraging users to share their own Cinnabon moments during Ramadan.
  6. Influencer Collaborations:
    • Partnered with well-known Middle Eastern influencers to promote Cinnabon platters at their own iftar gatherings. Influencers shared personal stories and photos, engaging their followers and enhancing the campaign’s authenticity.
  7. Traditional Media: Ran TV and radio ads that dramatized the idea of Cinnabon desserts being the final, essential piece of Ramadan feasts. Ad spots featured heartwarming scenes of families coming together, with Cinnabon completing their meals.
  8. In-Store Activation:
    • Sampling: Offered free samples of the Ramadan dessert platters in-store to attract and engage customers.
    • Decor: Stores were decorated with Ramadan-themed elements to create a festive and inviting atmosphere.
  9. Partnerships and Accessibility:
    • Collaborated with grocery stores and food delivery services to ensure easy access to Cinnabon products during Ramadan.
    • Introduced pre-order options for large gatherings, making it convenient for customers to plan their celebrations.

Cinnabon Global

2020-04-24

THE OBJECTIVES

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.

THE AUDIENCE

A+, A, B+, B Females, Kids, Teen

THE SERVICES

activation concept Creative Digital Copy OOH Social Media Management TV & Production TVC

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Cinnabon Ramadan Gulf سينابون رمضان

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MIGRATION

raise

RESULTS

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.

The campaign led to a noticeable rise in sales, with many customers opting for Cinnabon platters as their dessert choice for Ramadan gatherings.

Sales Increase:

The hashtag #CinnabonMissingPiece generated significant traction on social media, with numerous users posting about their experiences and sharing photos of Cinnabon at their gatherings.

High Engagement

The combined efforts of digital marketing, traditional media, and influencer partnerships raised awareness and positioned Cinnabon as a key player in Ramadan festivities.

Enhanced Brand Visibility:

The campaign successfully resonated with the community, embedding Cinnabon into the cultural fabric of Ramadan traditions.

Community Connection:

Positive customer feedback highlighted the appeal of themed packaging and the convenience of having ready-to-serve dessert options for gatherings.

Customer Feedback