Salamat Biscuits SHARE IT Campaign | Clapboard Ad Archive

Biscuit Salamat - SHARE IT

Description

Biscuit Salamat - SHARE IT is a film campaign launched in Iran in September 2024 for the iconic brand Salamat by the ad agency 2milimeters. As one of the oldest biscuit brands in Iran, Salamat has a rich heritage and a strong foothold in the local food market. This campaign introduces their latest product, SHARE IT Biscuits, highlighting not only the biscuits themselves but also the target audience in a relatable and engaging manner. The narrative focuses on the communal and sharing spirit associated with the product, reinforcing the brand’s long-standing reputation while appealing to a modern consumer base. The campaign leverages a single impactful media asset to communicate its message, emphasizing the social connection and inclusivity that SHARE IT Biscuits foster among family and friends. By combining Salamat’s trusted legacy with a fresh, audience-centric approach, the campaign effectively positions SHARE IT Biscuits as a delightful and shareable snack choice in the competitive food industry landscape. This strategic storytelling approach enhances brand affinity and encourages consumers to engage with the product in everyday moments of sharing.

Credits

Client

Salamat

Agency

2milimeters

Director And Head Of Ideation Team

javadsamiei

Assistant Director

Parham sanaye

Director Advice

Mohsen nosohi

Crew

Saeid pahlavani, Mona, miinoo

Cinematographer

iman ghanbari

Editor And Color Correction

somayeh mohamad rezaei

Ideation Team

Mohsen nosohi

Photography

negin dehghani

Narrator

bijan bagheri

Music

karang karbasi

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Campaign Proposition

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.

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