• 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.

Ramadan Is one of the holy months that family and friends tend to reunite throughout the whole month, and celebrate their reunion by enjoying a good meal. Hence that eating fool is all about gatherings, and given that Americana Foul is about upgrading their foul Experience to the next modern level.
Our 1st phase was engaging consumers emotionally throughout creating brand love within many social media platforms.
Our 2nd phase was branding Nile cruise ”Fel-Felucca”, where people will be entertained by a live music band and will enjoy Ramadan related board games. By the end of their journey they were handed Americana Branded giveaways, along with Americana Foul kit to try at home which will leave them with such a memorable experience they wont forget.