Saharkhiz, a renowned leader in sourcing and providing Iranian saffron and other packaged food items, embarked on a distinctive journey with its “We’re a Family” campaign. The primary objective was not just to market products but to elevate the brand’s image, reputation, and perception within its target audience. This holistic campaign sought to create a strong brand identity, convey core brand values, and ensure consistent delivery on brand promises.
Central to the campaign’s narrative was the profound concept of ‘family.’ Saharkhiz strategically positioned itself as an entity that treats its customers, employees, and other stakeholders as esteemed members of an extended family. The multi-faceted campaign comprised three captivating TV commercials (TVCs), a brand introduction video, digital marketing initiatives, and out-of-home (OOH) advertisements.
The inaugural TVC unfolds against the backdrop of an Iranian traditional courtyard house, where a family and their neighbors gather to prepare Sholezard, a classic Iranian dish crafted from rice, sugar, and saffron. By showcasing Iranian culture, lifestyle, and customs, the advertisement masterfully illustrates how Saharkhiz’s products seamlessly integrate into the fabric of everyday life in Iran.
The second TVC delves into the bustling life of Iranian saffron farmers. Set in the picturesque saffron fields, an elderly farmer narrates the inspiring story of Mr. Saharkhiz, the visionary founder of the brand. This portrayal effectively conveys the brand’s perspective that considers farmers not just suppliers but integral members of the Saharkhiz family.
The third TVC shifts to an Iranian traditional bazaar, specifically a herbal shop, where an elderly salesman recounts the legacy of his father, a purveyor of Saharkhiz products. The scenes intentionally capture the rich tapestry of Iranian culture – the vibrant bazaar, an old scale, a porcelain teapot, and an abacus – all symbolizing the indelible mark Saharkhiz has made on Iranian life.
The comprehensive campaign, which extended to integrated and outdoor media channels, strategically placed Saharkhiz as more than a product provider. It became a custodian of tradition, a curator of familial bonds, and a purveyor of quality in every aspect.
Launched in Iran in May 2021 and executed by the adept team at Badkoobeh, this “We’re a Family” campaign is a testament to Saharkhiz’s commitment to not only deliver premium saffron but also to foster a sense of community and tradition around their products.
