Marami: Reestablishing A LoveMark in Consumers' Minds

Marami is a much-loved potato chips brand in Saudi Arabia, it holds a dear place in millennials’ hearts who grew up with it during the 90s. However, that connection was not properly translated online. Our strategy focused on returning Marami to the forefront of consumers’ minds, by tapping into the relationship consumers have with food, and linking Marami chips with the everlasting memory of being young.
Starting with ethnographic research that included social listening and tasting sessions with target segments, we unlocked insights related to consumer behavior habits of eating chips. These insights showed that Marami chips were purchased before the weekend, for socializing purposes: board game night, netflix, etc. The insights also showed that Marami chips are often paired with dips, some of which were uncommon to the brand, yet popular with the audience, i.e. melted chocolate.
Since most behavior was grounded in the consumers’ relationships with the flavors and concept of sharing, we capitalized on that notion. We positioned Marami as “forever young”: the go-to snack that is still relevant to today’s customers, like it was in the 90s.
The content featured engaging themes such as childhood games, pacman, tic tac toe, stop motion graphics to portray the different flavors in a creative way, while tapping into zeitgeist topics: COVID quarantine, social distancing, date night, TGIF. We adopted color coding where each tasty flavor has a distinct vibrant tone.
The themes were adapted into witty, meme-like Instagram content to highlight Marami’s flavors and evoke nostalgia, amusement, and warmth. The content was highly relevant and built a connection between Marami and the new generations of consumers. We aimed to engage with followers by drawing a smile on their face, making them laugh or pushing them to share the content with their online circles.
We transformed Marami from a simple forgotten brand and into a vibrant lovemark relevant to young Saudis today. The content we created garnered at least 10K views reaching up to 20K at most times. We harnessed social media to unlock valuable insights and design meaningful content to rekindle the followers’ love for Marami.