Fresh Radio

Background

Just Falafel is a new fresh food chain, launched in the UAE and selling franchises at an exceptional rate in the region and beyond.

The product is falafel, deep-fried balls made only with healthy ingredients such as chickpeas, fava beans, garlic and coriander, with a twist.

Just Falafel’s strengths were the freshness of the food and the extensive menu which included nine varieties of falafels, from Japanese falafel to American to the Mexican falafel.

Idea

The task was to communicate the freshness of the food in radio so the idea was to make commercials as fresh as the falafels.

Listeners were invited to phone in and provide Just Falafel with two words and their preferred music style from rap, reggae, dance, soul, hoedown, hip hop, metal, pop, Arabic pop, and Arabic rap.

Then a radio commercial was written and produced there and then, on the spot.

Later on, Just Falafel sponsored the Kris Fade show and ran a competition giving listeners the chance to sing the commercials themselves live, to win prizes.

Our Thoughts

At Directory, we applaud anyone who takes radio seriously. It is one of the most intimate of all media and both the music and the spoken word you listen to can be deeply moving yet the advertising it carries is almost entirely shallow and nasty. Witless voice-overs talking at us in a way no normal human being would ever address another in real life.

So to come across an idea that is not only relevant and appropriate but which got thousands of people phoning in and even more thousands (in a small country) to go onto Just Falafel’s Facebook page to register their ‘like’s is an unexpected pleasure.