Client
Assembly
Industry
Food & Beverage
Year
2023
Timeline
6 weeks
Team
5 specialists
01 / The brief
Assembly makes small-batch condiments that outclass everything next to them on the shelf. Shoppers just didn’t know it yet. We built a campaign loud enough for the medina and sharp enough for the feed, then ran it across three cities in six weeks.
02 / The challenge
Assembly was winning taste tests and losing shelf space. Multinational brands outspent them twenty to one, distributors wanted proof of demand before committing, and brand recall in Casablanca sat under ten percent.
03 / The approach
We made the product the celebrity: macro photography, bilingual Darija-French headlines with actual jokes, out-of-home outside markets, where food decisions happen. A social content system kept it running after the billboards came down.
+ Fig. 01 · Campaign in progress
04 / The impact
retail sell-through during campaign
organic video views
new stockists signed
05 / Palette
Click a swatch to copy its hex
06 / Deliverables
“ People were photographing the billboards. Photographing them. And then distributors started calling us, which, in this business, does not happen. ”
Omar Berrada · Marketing Director, Assembly
07 / How we got there
01 /
Research
Shop-alongs and shelf audits in three cities to find the exact moment of choice.
02 /
Concept
One campaign idea, pressure-tested in Darija and French before a single layout.
03 /
Produce
Photography, film, and out-of-home shot in five days flat.
04 /
Launch
Staggered rollout across billboards, social, and in-store displays.
+ Fig. 02 · Delivered system
The record · more proof, next door
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