Carrefour, the pioneer in retail shopping, has popped up on the UAE’s out-of-home media. Al Futtaim Group are no stranger to the UAE’s OOH arena, and they just appeared last month to celebrate Ramadan as well. Carrefour aims to inspire people to display their gratitude to one another in this campaign, while adding that they can “Get your Iftar Essentials in-store or online”. To recognize people who contribute to the delight of the holy month of Ramadan, Carrefour introduces Champions of Ramadan. The hashtag can be used on social media to nominate a Champion by friends and family, by posting a story, video, pictures, or a reel. On April 8, Carrefour will hold a special suhoor where five Champions will win a complete kitchen makeover valued at over AED 20,000 from Beko Home Appliances. This consists of a refrigerator, a dishwasher, a washer, a hob, and other kitchen equipment. The Ramadan-esque visuals showcase three beautiful women in traditional Arabic clothing of neutral-colored abayas and hijab, with beaming smiles as they hold up mouth-watering platters. Their ad copy reinforces the objective of the campaign, saying “Proud Partner of The Champions of Ramadan”, and “Champions of Iftar”. Customers can take part by nominating themselves or members of their family for exemplifying traits like preparing delectable dishes, setting the table beautifully, going grocery shopping, or giving to charity. From Hypermedia and Media 24/7, Carrefour unleashed this campaign in the fourth week of March on hoardings, lampposts, and digital screens all over Dubai and Sharjah.
