Kibsons, the UAE’s homegrown e-commerce grocery retailer places customers front and centre in its new fully-integrated, brand campaign, launched today.
Four families, filmed at their homes in Abu Dhabi and Dubai, celebrate the joys of wholesome food and togetherness in the campaign titled, “Life Unboxed”, which celebrates both everyday life and the undeniable brand hero of the ‘big blue box’ – the mainstay of many families weekly planning across the UAE.
A 45-second video has been released featuring Kibsons customers from all walks of family life; including mums, dads, children, and a person of determination. The UAE-focused omni-channel campaign will run through the month of February on YouTube, Instagram, and Facebook.
Consolidating the online campaign, an original, conceptualised pop-up experience will tour around Dubai and Abu Dhabi, as mega Kibsons Life Unboxed boxes will land in parks and public spaces and make an appearance at the upcoming Taste of Dubai, from February 23-25, offering customers exciting prizes worth AED 45,000 when they share their #LifeUnboxed moments on their platforms.
Broadcast amplification for the campaign will see #LifeUnboxed running across ARN radio channels during February offering exclusive prizes and promotion of the pop-up experience across the UAE.
Halima Jumani, Director, Kibsons said “Everything we do starts and ends with our customers, so it seemed very natural to take a customer centric approach to this campaign, and place some of our most loyal customers at the very centre. In showcasing their stories and how Kibsons helps them live #LifeUnboxed, we champion physical, emotional, and social wellness and inclusion, as well as the importance of leading a life brimming with health, contentment and togetherness. We are grateful to the families that opened their homes to us, and to the thousands, who choose Kibsons and receive our blue boxes every day.”
A new, limited edition Kibsons #Lifeunboxed box will be launched for the span of the campaign featuring a distinct blue gingham check pattern, familiar across various cultures and countries, symbolising the accessibility of Kibsons and the diversity of the families and communities it serves. The pattern is also frequently connected with picnics and outdoor living, highlighting the perks of leading simple and wholesome lifestyles.