• Develop a concept to drive category penetration by encouraging Trial & Purchase and motivate consumers to convert to packaged Foul.
• Demonstrate how the concept can be translated into an activation & in-store visibility to engage with the consumer.
• To recruit consumers through the affordable pack and make awareness about canned fool and how it’s so easy and fast to prepare your custom fool dish.
• To enhance perceived value among our target by establishing the traditional Fool in a new modern way.

We decided to tackle the objective with a different approach, starting with a Pre-Ramadan activation, in order to implement the idea of consuming canned foul. Giving people a different taste other than the usual flavor, with four different recipes. Pre Ramadan was the perfect occasion to introduce Americana packaged Foul to our consumers. Taking in consideration that foul consumption is an essential nutrient during Ramadan daily Sohor. We worked on making the consumers journey as enjoyable by adding a tailored game, to implement the modernity of Americana. In addition, we will wield this occasion towards pushing sales towards Americana bundle prices, since consumers tend to prepare for such occasion a month prior.