Reaching out during Ramadan
It is not often that brands and retailers in the U.S. acknowledge American Muslim consumers and their major holidays, but occasionally when they do, they see first hand an outpouring of support from that community. American Halal Co. Inc and its brand Saffron Road established an emotional connection with discerning American Muslims consumers during the month-long Ramadan festivities in August.
Each night of Ramadan includes festive iftars or breaking of the fasts with family, friends and communities. To help its Muslim consumers celebrate, Saffron Road partnered with Whole Foods Market to host several blog posts and offer shoppers chances to win free Saffron Road products and a $100 Whole Foods Market gift card on the grocer's Whole Story Blog.
This was the first time a major grocery chain in the U.S. acknowledged Ramadan in this way on a national level. Saffron Road also collaborated with Halal food expert, Yvonne Maffei of the popular blog, My Halal Kitchen, to bring consumers Ramadan-related tips and recipes to prepare for suhoor and iftar meals throughout the season.
In addition, the brand also offered downloadable coupons with media outlets such as Zabihah.com and elan throughout Ramadan. In keeping with its commitment to being a truly social brand, Saffron Road also engaged with consumers through Facebook Social Ads. The brand's Facebook campaign was geared toward gaining more "likes" and engagement for its page, as well as giving consumers the ability to help the company give back to the community. Saffron Road pledged to give 50 cents for each new "like" its Facebook page received during its Ramadan campaign to its charity partners, Whole Planet Foundation and The International Federation of Red Cross and Red Crescent Societies (IFRC).All 12 of Saffron Road's frozen products are Halal Certified by the Islamic Food and Nutrition Council of America (IFANCA).