Launching Halal festive turkeys

Humza

| PR launch

Brief

Launch the UK’s first ever frozen Halal turkeys for the festive season for Humza, a leading Halal food brand

What Pier did

Worked with former BBC MasterChef winner, Dr Saliha Mahmood Ahmed to create recipes and feature pieces as well as secured product placement coverage for the turkeys

Impact

Fantastic national coverage with a huge reach of 118M

Overview

Humza is a well-known Halal brand owned by Surya Foods with a wide range of products in frozen, chilled and fresh.

Launching a Halal turkey for Muslims at Christmas was a tricky brief, but one we were proud to handle sensitively, securing great results for the brand in the run-up to the key sales period at Christmas.

Story

Launching Halal turkeys for Christmas – a Christian festival – needed to be handled carefully. The new turkeys were meeting a demand from UK-based Muslims who were keen to enjoy a traditional roast turkey during the festive season, but of course required the meat to be Halal.

Parent company Surya met that demand with its frozen Halal turkeys under its well-known Humza brand and Pier was briefed to secure coverage for the launch. Working with celebrity ambassador Dr Saliha Mahmood Ahmed, we leveraged the natural news opportunities from the launch and the involvement of a credible and popular chef.

Saliha created a bank of festive Halal recipes which we used to secure coverage in top consumer food and lifestyle titles. This included the perfect turkey recipe and side dishes for the big day too.

Pier secured product coverage and news of the launch in various UK news media and generated fantastic results including The Sun, Daily Mirror, Daily Express, Huffington Post, Your Home, My London and Yahoo Life.

We also placed an interview with Saliha in British Muslim Magazine, a key title to reach Humza’s target audience.

If you want to achieve cut-through in a crowded Christmas market, why not get in touch?