Driving brand consideration & preference for Najma
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The Brand
Najma is a Halal Chilled Meats brand, with a portfolio of products spanning everyday lunchbox staples, breaded chicken fillets, pizza toppings and tapas-style cured meats.
Najma’s core audience is Muslim households, with women as the primary decision makers for family meals. While the brand has a loyal customer base, attracting younger shoppers aged 25+ presented a clear growth opportunity, supported by a brand tracker, retail shopper and TGI insights.
The Challenge
In a cluttered marketplace, we needed to cut through the noise and reach our target audience while navigating HFSS restrictions.
The objective was to drive brand awareness and strengthen consideration and purchase intent during the key back-to-school period.
Strategy
Navigating HFSS restrictions, we used paper 6 sheets to maximise standout and site dominance, targeting Muslim audiences identified through 2021 ONS Census, community hubs, and store level sales data.
Sites were then selected within 500m of mosques and key retail partners to maximise cultural relevance and proximity to purchase.
Timing further strengthened our impact, launching in the key back-to-school period. Launching during this period allowed Najma to be positioned as practical, trusted solutions at exactly the right time.
This campaign demonstrated a genuine strategic shift. By combining audience insights, and culturally intelligent timing, Najma redefined the role of OOH within its media mix.
Results
brand awareness
brand consideration
UK chilled Halal meat brand
