In Morocco, Dewar’s tasked us with the dual task of premiumifying their perception in the market and building association with gourmet street food.
Since Morocco is a dark market with strict regulations on marketing alcohol products, we had to adopt an unconventional route to creating content. Firstly we tied up with one of the top local content distribution and entertainment platforms ‘La Nouvelle Tribune’ to create the ‘Double Trouble’ format and then presented Dewar’s as the title sponsors of this show.
Double Trouble’s a cook-off show where we paired 2015 MasterChef Morocco winner chef Simo Sajid with lifestyle influencer and cooking novice Zineb Rashid. Both Zineb and chef Simo together create one gourmet dish every episode. Alongside his exceptional cooking skills, Chef Simo also seasons the content by bantering with Zineb and thereby increases the entertainment value for the series.
By engaging one of the biggest influencers in Morocco with a Masterchef winner over a culinary series, Dewar’s subtly positioned itself as a perfect accompaniment to gourmet food. Engaging Morocco’s leading entertainment platforms along with creators of high stature helped ensure that premium appeal of the content reflect on to the brand.
Previously