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

The cover stages the Eid gift: a young man in a red shemagh hands a present to a boy in a white thobe and cap who beams at the camera. The products are the ones that moment calls for, gift tins of Quality Street and Galaxy Jewels in two sizes each, plus Werther's and rice. 'عيد مبارك' in gold calligraphy is the only headline: the season speaks, the tags sell.

The big idea

Eid is shown as the moment a child receives his gift, and the flyer stocks that moment: gift tins of chocolate, sweets and rice for the Eid table.

The offer

7-20 September 2016: Al Walimah sella basmati 5 kg 20.95 SAR (save 16), Werther's 1 kg 28.95 (save 17.05), Quality Street 850 g 46.95 or 1,250 g 66.95, Galaxy Jewels from 34.95.

The proof

Struck prices with the riyal saving on the rice and Werther's tags; the Quality Street tin is a promo pack marked 10% off.

Lines from the ad

عيد مبارك

Blessed Eid

Steal this when

When a seasonal flyer can open on the occasion's one recognisable gesture and then sell the goods that gesture needs.

The emotion

Written to Joy. It makes the Say move.

The boy's grin as he takes the Eid gift is the moment, and the logo heads the page while gift tins of Quality Street and Galaxy Jewels sit right under the scene.