We felt that the right time to talk to people was when they were about to start cooking. So we created supermarket tray messaging - small messages that were hidden under the proteins in the ready-pack trays you pick up in supermarkets. The messages were in the style of a 'Last Will & Testament' from the Fish, Chicken or Beef you were about to cook with, and as a last request, incorporated a quick and simple recipe suggestion that included Diamond Foil. When people opened the packs at home and removed the proteins, the message was revealed.
Agency: Y&R Dubai
Dubai Lynx International Advertising Festival
Direct - Silver