Al Baik; one of the most popular local brands in Saudi Arabia
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Key Take Outs:
Quality Service - Quality Food - Represents Saudi - Market leadership - Customer Satisfaction - Community Centric
Al Baik is:
More than just good food at an affordable price.
More than just serving food that ONLY satisfies hunger, It’s a sensory experience, an overall satisfaction of a craving causing most people to talk about Al Baik when eating it. It satisfies cravings with food that gets people talking about it
A real picture of Al Baik restaurant showing the size of the consumers
What makes Al Baik so successful and so loved?
Al Baik is very conscious of the food they serve and how they serve it – ensuring food safety at all times and catering to all demographics
Al Baik is very consistent – ensure the right quality food and service at affordable prices and value as well as in their community outreach approach
Al Baik offers a sensory experience that stimulates all the senses starting from the smell and the taste through their secret recipeINSERT MEDIA:
Al Baik restaurant on social media
IDENTITY REFRESH
Rolling out the identity should be gradual…
We cannot shock the system that has been working for so long.
Because if Al Baik is top of mind it remains a landmark for anyone seeking a great meal.
So the change should happen from the inside out.
Start with the employee outfits and the packaging. Packs you take home and expose the new identity to everyone to get used to.
Only then do you update the interior and the outside signs, and finally the communication template.
Al Baik isn’t just about chicken?
The chicken feels a bit restrictive when a lot of what Al Baik offers is more than chicken.
Shrimp and fish are a big part of their menu.
What makes the chicken a “Baik” is the Hat and the gloves.
Shrimp and fish are a big part of their menu.
What makes the chicken a “Baik” is the Hat and the gloves.
The red and yellow as they are now are too raw (pure colours)
We feel that combination is an integral part of the identity and should remain. We just fixed the colors to be more modern by adding some orange into the yellow, and made the Red a little bit Darker.
We feel that combination is an integral part of the identity and should remain. We just fixed the colors to be more modern by adding some orange into the yellow, and made the Red a little bit Darker.
IDENTITY DESIGN
COLOUR RANGE,
TO STICK TO WARM GOLDEN COLOURS TO LIFT THE BRAND IDENTITY
PACKAGE option 1
DIFFERENTIATE THE TYPE OF FOOD WITH THE COLOUR CODING AND SIZE.
THE MODERNIZED LOOK THAT WAS DISCOVERED BY A VISIT.
PACKAGE option 2
OUR INTERPRETATION OF A FACELIFT, MAINTAINING THE FAMILIARIZED ICONIC HAT.
TO FAMILIARIZE THE TYPE OF FOOD WITH ICONS, CREATING A SUBTLE DIE-CUT FOR THE STEAM TO LET OUT.
Communicating the “Al Baik brand”
ROUTE 1
On Everyone’s mind
The Idea
Al Baik is perfect already and appreciated by the crowds Al Baik hat is a treasured icon. It stands for “Al baikness", so it's only natural that we launch with a "hat" campaign.
When someone asks, what are you in the mood off for lunch, people usually sense a crave by their expression, so in this case, we are emphasizing this with visual symbolism of the hat popping on everyone's head.
This mnemonic shows that you are craving Al Baik
TV CAMPAIGN RATIONALE
The TV campaign shows how no matter what anyone is going through all they think of is Al Baik for a good meal
First TVC will establish the idea, when you think or smell or see Al Baik a hat pops on your head meaning you feel like to have it. So the TVC shows someone bringing Al Baik into an office and as he passes by the cubicles hats start popping on the heads of employees and they are mesmerized and feel hungry for Al Baik, they follow the guy like the pan piper
Pan Piper
TVC 1
MOTHER-IN-LAW
TVC 2
Insight:
we prefer to indulge in Al Baik than eat at home.
A guy invited to dinner with his mother in law's house, She serves the food she takes pride in. Suddenly she stares angrily at the guy along with the rest of the family. They don't look too happy. The guy doesn't know why, but in fact, a hat just popped on his head revealing he's thinking of Al Baik.
A guy invited to dinner with his mother in law's house, She serves the food she takes pride in. Suddenly she stares angrily at the guy along with the rest of the family. They don't look too happy. The guy doesn't know why, but in fact, a hat just popped on his head revealing he's thinking of Al Baik.
THE INTERVIEW
TVC 3
Insight:
When you're hungry you are uncomfortable but when you're Al baik hungry it's out of control!
A guy is stressed about a major interview, but he hasn't had much to eat and just saw someone bring Al Baik to the office where he's waiting for an interview with the boss. He enters the room and the boss is looking at his CV in a serious way. Hats start popping on the guy’s head and he constantly tries to get rid of them but they keep popping back. Finally the boss looks up and sees millions of hats on the floor around the guy. we end it with the boss also having a hat too, and they order Al Baik.
A guy is stressed about a major interview, but he hasn't had much to eat and just saw someone bring Al Baik to the office where he's waiting for an interview with the boss. He enters the room and the boss is looking at his CV in a serious way. Hats start popping on the guy’s head and he constantly tries to get rid of them but they keep popping back. Finally the boss looks up and sees millions of hats on the floor around the guy. we end it with the boss also having a hat too, and they order Al Baik.
MAIN VISUAL
PRINT CAMPAIGN RATIONALE
For the print campaign, we bank on the hat and develop executions in different scenarios highlighting Al Baik on people’s mind.
The print executions can be very campaign-able featuring many different people in different scenarios including families, children, and friends.
On Everyone’s mind
Print campaign
The smell of AlBaik leaves you in your imagination
With the AlBaik, you can hide your hunger
The taste of Al Baik no one can beat
Outdoor campaign
ONLINE
SHARE YOUR BIG AL BAIK MOMENT
To represent being the biggest fan of Al Baik, people are asked to share their love and favorite experience with Al Baik, whether by a tweet, an Instagram photo or a Facebook video.
To take it even further in expressing your big love or how far you would go for Al Baik, people would be asked to share that with Al Baik and everyone else.
HOW?
Well by taking photos of them eating Al Baik, whether be it on a boat on the sea, in the middle of a party, or on top of a mountain during a hiking trip.
This expresses how Al Baik is on everyone’s mind and is laterally everywhere.
We create a microsite, with a map like the representation of posts or represented by the hats, spotted in different locations. It also shows the number of people served and consumes Al Baik, the counter will be highlighted here, along with the visualization.
This reflects and emphasizes how AlBaik is everywhere, and how it’s on everybody’s minds.
MICROSITE LOOK & FEEL:
AUGMENTED HATS
Will have codes on the flyers with every purchase made at Al Baik, that people can engage with showing an augmented reality of the Hat, and people would have to share their own selfie with the hat on social media platforms, #AlBaikedSelfie.
WHEN ROLLOVER EACH HAT, THERE WILL BE AN IMAGE POPPING OUT, TO SHOW THE FUN CONTENT THAT WAS SHARED BY THE USERS, VIA TWITTER, FACEBOOK, INSTAGRAM…
we have 3 full routes additional, available in the presentation
SERVING THE WORLD:
When people go to Al Baik, they come in with their eyes locked on the digital display counting the numbers.
This is the focus in the store and it says so much about Al Baik
It tells us that even though there are 75 people in front of me waiting to be served, my turn is going to come pretty fast.
It is telling me that by noon this particular branch has already served hundreds.
It is about that digital counter.
It is the counter that shows that Al Baik is the most popular restaurant in the city.
AMBIENT
