L'amout c'est la cuisine de maman

2020 is the year Knorr launches the Halal bouillon cubes in France, a market that is familiar with the brand and the products from their countries of origin (and grey market).Reason for campaign/challenge
•Knorr is the #1 Halal Bouillon brand in Morocco
•The emergence of the COVID-19 pandemic delayed / slowed down the launch as France was in lockdown and people did not go out shopping as much, even for groceries.
•Even though, it is a product that aligns with the market needs, there is a tendency to look at bouillons with a negative lens due to unnatural ingredients (glutamate & other additives)
•For identified target audience, Halal is not a compromise and certification is a must
•Products are not available in mainstream stores, only through disparate ethnic stores or grey market
•Maggi (main competition) is aggressive

MIKADO's task was to develop a Key Visual that would be used as a print ad in key Arab publications in Europe.
The Key Insight that was used to develop the creative:
The women’s role of caring for the family is extremely important because the family is the heart of Muslim society. Many Muslims will say that Islam emphasizes the importance of the mother so much that Mother’s Day is not one day a year but should be everyday.
Our intent is to win the kitchen in Moroccan households through the mother’s love campaign by positioning Knorr Halal Bouillon Cubes as the products that moms go to, to make delicious food for their families.