Tariq Halal Meats has been established since 1965 – founded by Mr Tariq Sheikh and his father they have operated the business with over 45 years’ experience in the meat trade.We are one of the leading Halal meat specialists providing quality and distinction, providing customers with quality Halal meat all over Europe.

The Challenge

Our client Tariq Halal is one of the leading Halal meat butchers chain, with an established name and identity in various parts of Greater London. They approached us for their store launch at Croydon. The objective of this campaign was to create hype and reach the niche market of Muslims in Croydon.

Insight

The Halal food industry currently exceeds $4.5 Bn in the UK, as for Halal meat consumption latest figures suggest that the Halal meat industry is entering into main stream. Approximately 51% of lamb consumed per week is Halal which is far more than the 5% Muslim population demand.

Strategy

As the brand being launched existed to cater the niche market we identified that the launch needed maximum hype among the target community, for this purpose a 360 plan was chalked out utilizing BTL activities, and ATL campaign in hype period and giving extra oomph on the launch day.

Execution

The pre launch or hype period kicked in with leafletting activities targeting mosques (the primary market hubs) in and around Croydon area, furthermore the Muslim pockets of Croydon were also identified and billboard spaces were bought to generate maximum penetration. Furthermore, the details of the launch were broadcasted through TV and radio ads to give an extra oomph.

Results

The client noticed a huge influx on the opening event as well as during the opening week, they termed it their highest grossing branch in terms of revenue generated in launch month.