Aïssa Mandi for GB Foods
Promoting organic growth to gain market share
The starting point
GB Food’s Jumbo in Algeria is one of the most recognizable household cooking brands, deeply rooted in Algerian homes. Introducing themselves in a young product category gaining its place in African homes, instant noodles, Jumbo, with an already extensive portfolio of products, needed to quickly gain market share in this new territory, getting there first than competitors allowing for the brand to have a steady, organic growth.
what we did
- + Ambassador negotiation
- + Asset definition
- + Activations definition
- + Content production management
We aimed to achieve relevance within the new generation of consumers: millennial families.
Soccer is a wide-spread passion in Algeria, and the national team had won the last Africa Cup of Nations. Aïssa Mandi is not only the captain and leader of the Algeria National Soccer Team, but a referent in family values. After a thorough analysis of the brand’s needs and objectives, we approached Aïssa Mandi to become the brand ambassador.
We worked to establish a connection between the national team’s star and Jumbo to favor the strategic launch of the new product through a 360º activation, that included a media plan, social media and PoS.