Seasonal offer first

The pattern

This commercial ad is filed under Seasonal offer first.

Define

The season is the offer. National Day, back-to-school, Hajj travel, White Friday. The calendar leads. The SKU follows.

Mechanism

Occasion-first merchandising. When the market is already shopping, burying the number loses to whoever puts 30% in the first line.

Verdict

A real regional occasion will move the category

Why it works

A black banner naming the shopper's own region sits next to the week number, so a reader in Buraidah knows at a glance the prices apply to their branch. The bilingual headline gives 'more' and 'أكثر' equal size, each with a crescent, and the products, dessert mixes, a 10 kg chicken box and water cases, are sized for iftar hosting.

The big idea

The same 'more in Ramadan' lockup used across regions, here localized for the Eastern Region, Al Jouf and Buraidah, so one creative serves several markets with only the banner changed.

The offer

Ramadan week 2 for Eastern Region, Al Jouf and Buraidah, 8 to 14 Sha'ban (1 to 7 April 2020): Watania chicken 10 kg 105.95 SAR, Dream Whip 16.95, condensed milk 15.95, water 11.95.

The proof

Old prices struck through with the saving in red tags: chicken 128.95 to 105.95, Dream Whip 27 to 16.95, water 16.95 to 11.95.

Lines from the ad

أكثر بكثير من مجرد توفير!

Much more than just savings

نقدم لك أكثر في رمضان

We give you more in Ramadan

more for you this Ramadan

Steal this when

When a chain runs the same seasonal offer in several regions and needs each region's shoppers to see that the prices are theirs.