Biscuit Salamat - Brand

The 'Biscuit Salamat - Brand' campaign positions Salamat as a heritage biscuit brand deeply embedded in Iran’s cultural and culinary landscape. By emphasizing Salamat’s longstanding presence as one of the oldest biscuit brands in the country, the campaign underscores trust, continuity, and familiarity as core brand values. The creative approach highlights the brand’s wide product range, aiming to communicate its relevance across different tastes and preferences, while visually representing diverse consumer segments in age and gender to reinforce its broad appeal. Strategically, the campaign leverages the insight that food products, especially staple categories like biscuits, gain resonance when they are perceived as both traditional and versatile. By showcasing variety alongside a multigenerational audience, the campaign taps into collective nostalgia while simultaneously positioning Salamat as suitable for every demographic, thereby expanding its market reach. The narrative genre and film format enable a story-driven presentation, allowing viewers to see the brand through multiple user lenses rather than a single transactional focus. This creative angle serves to strengthen emotional engagement by portraying Salamat biscuits as integral to everyday moments for different age groups and social settings. Overall, the campaign opts for a broad, inclusive targeting strategy that seeks to reaffirm existing consumer loyalty and attract new customers by framing Salamat biscuits as a familiar yet diverse choice within Iran’s competitive food market. This approach combines heritage branding with a contemporary appeal, presenting Salamat not only as a historical staple but also as a brand that meets modern consumer needs across a wide demographic spectrum.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign spotlights Salamat Biscuits’ wide range of biscuit models and, crucially, emphasizes the diversity of its audience by portraying consumers of different ages and genders. There’s no explicit narrative arc, problem–solution framing, testimonial, celebrity, or competitive comparison. Instead, the creative device hinges on associating the product with a broad, relatable user base, signaling universality and everyday adoption. By visually linking Salamat Biscuits with multiple demographic groups, the campaign leverages user imagery to reinforce brand relevance and inclusivity. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats