Biscuit Salamat - SHARE IT

The "Biscuit Salamat - SHARE IT" campaign by 2milimeters for the Salamat brand focuses on reinforcing the brand’s heritage while introducing a new product variant designed to foster social interaction. As one of the oldest biscuit brands in Iran, Salamat leverages its longstanding reputation for quality and trustworthiness, positioning the SHARE IT biscuits as not only a convenient snack but also a catalyst for sharing moments among consumers. The campaign’s core promise centers on the value of connection and communal enjoyment, emphasizing how the product facilitates togetherness and shared experiences, aligning the biscuit with social bonding. The market strategy employs a performance-driven approach that balances heritage with innovation to engage both loyal and new customers. By incorporating the concept of “sharing” directly into the product name and campaign narrative, the brand taps into cultural and social behaviors prevalent in Iran, where food often serves as a medium for community and relationship-building. The creative execution uses film to visually demonstrate moments of sharing, making the product relatable and aspirational. Furthermore, the campaign explicitly identifies and addresses the product’s audience, aiming to deepen consumer relevance by aligning the biscuit with everyday social interactions. This targeted communication is designed to extend the brand’s appeal beyond existing customers, inviting broader demographic segments to incorporate SHARE IT biscuits into their social routines. Overall, the campaign strategically marries brand heritage with contemporary social dynamics to sustain market relevance and drive product trial within the competitive food category.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign mentions that, in addition to presenting the product, the video "shows the audience of the product" and "mentions its audience." There’s no reference to a problem–solution structure, story-driven narrative, or symbolic execution; instead, the emphasis is on highlighting who uses SHARE IT Biscuits. This aligns closely with Associated User Imagery: the creative device showcases relatable consumption moments or user profiles, helping viewers identify with the brand and reinforcing Salamat’s heritage appeal among diverse consumers. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats