Bateel Dhibs Campaign Launch
BATEEL BOUTIQUES
Background BATEEL DHIBS
Bateel introduces four new flavours to its Bateel Dhibs range: classic, vanilla, cardamom and passion fruit . Adding to the brand’s existing collection of other gourmet products, the date dhibs are a premium product range crafted using the finest organic dates, reflecting Bateel’s commitment to culinary innovation.
A Bateel product is an invitation for every customer to experience the exceptional, as the brand continues to forge new culinary frontiers.
Product Proposition BATEEL DHIBS
Bateel Dhibs key product differentiator and proposition:
• Premium offering unique in the market • Crafted using the finest quality organic dates and farmed using sustainable farming methods • All-natural products curated using the highest quality ingredients • A healthy choice as an alternative to traditional sweetener • Four exquisite flavours available to suit any taste preference • An authentic product consumed individually or as a perfect compliment to other Bateel dishes/products
Marketing Plan BATEEL DHIBS A three-phase campaign plan will be implemented to introduce the new range in the market. PHASE 1: Product Introduction
The key highlight will be Bateel’s market positioning as the world’s only gourmet date grower, producer and seller. The new product range will be introduced as an addition to the successful gourmet products of Bateel, however, the communication content will be highly focused on brand building. Key product message: Bateel’s legacy, expertise and excellence as an international date brand PHASE 2: Educating the Market Focused on an educational communication piece on the product range from introducing the four new flavours, how the product is best consumed as well as highlighting its key product proposition. Content strategy: ”natural flavours”, “healthy choice”, “finest ingredients” and “premium brand positioning” PHASE 3: Strategic Collaborations The last phase of the plan will focus on reaching a wider audience through collaborating with selected partners and channels.
Concept: Authentic endorsements, editorial features and creative competitions (own and partner)
Marketing Activations BATEEL DHIBS
PHASE 1: Product Introduction
Press Release
In-store Launch – A4 and LCD Screens
Product Sampling
Miniature samples in the boutique and cafes with a small label detailing the flavour
The new range to be displayed in the boutiques and highlighted through our standard in-store POS
A formal business focused article will be sent to media contacts to be published in key business titles
Marketing Activations
BATEEL DHIBS
PHASE 2: Educating the Market
Press Release
Media and Influencer Gifting
Social Media Paid Advertising
A 2 nd press release will be shared with lifestyle and food related publications as well as influencers. The article will be a guide to promote the right content to their audience
Social media campaign launch on Facebook and Instagram through paid advertising using creative product and lifestyle imagery
Relevant local media and influencers will be sent an elegant gift hamper of all four flavours, along with other gourmet gifts to pair with the dhibs
Marketing Activations
BATEEL DHIBS
PHASE 2: Educating the Market Social Media Organic Reach
Emailer and Blog Communication
Info graphic Sheet
A fact sheet will be created on the health benefits and usage of the dhibs, this will be shared with the store teams in addition to the lifestyle press release. For product familiarisation and give them confidence to promote and sell
Emailers will be shared with the retail team to send to customers. A full blog content feature with link to online product shopping
Organic content outreach on our own page as well as third-party social channels (malls). Creative content will be used to build awareness and generate engagement
Marketing Activations
BATEEL DHIBS
PHASE 3: Strategic Collaboration
Competitions
Features
Influencer Content
By sending out gift hampers to regional influencer, we can partner with them to create authentic content featuring the dhibs and our Cafe Bateel dishes
Collaborate with publications to promote the product online through feature content. Target relevant English and Arabic food/lifestyle titles
Launch various competitions on our own pages and partner pages. These competitions can range from social media, online magazine competition as well as on the influencer’s own channels A gift hamper will be given as a prize (highlighting the dhibs) with key message and execution maintained at a premium brand positioning
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