Winning Attention in the UAE’s Most Competitive Bread Category Through Location Intelligence
89.49% Viewability.
71K engagements.
+22.5% lift in ad recall.
During the most competitive food advertising window of the year, Almarai’s L’usine Tortilla Wraps cut through category clutter by replacing broad reach with location-intelligent precision.
By activating real-world behaviors such as supermarket and gym visitation, optimizing for Suhoor and Iftar moments, and deploying engagement-led rich media, the campaign delivered a 5.19% engagement rate and +89% viewability, while reinforcing strong “Healthy” and “Convenient” brand associations and maintaining category leadership.
This case study shows how location intelligence, timing, and precision activation can turn even the most saturated FMCG categories into high-performance opportunities.
What This Case Demonstrates
- How precision targeting beats mass reach in competitive FMCG categories?
- Why location signals outperform assumed interests?
- How bilingual execution maintains performance at scale?
- Why measuring brand impact matters as much as media metrics?
