Client Overview:
Harissons Sauces, a premium UK-based sauce brand, recently expanded its distribution to the UAE and Saudi Arabia. With a strong foothold in the UK, the brand was looking to create awareness and generate demand in the HoReCa (Hotels, Restaurants, and Catering) sector across the Middle East.
Objective:
As newcomers to the region, Harissons needed to quickly:
- Build brand recognition within the right industry segment.
- Reach decision-makers in hospitality and F&B.
- Generate qualified leads for distributor partnerships and direct sales opportunities.
Our Approach:
Above Digital recommended Meta Ads (Facebook & Instagram), leveraging the platform’s:
- Powerful targeting algorithm to identify professionals in HoReCa by job titles, industries, and interests.
- Custom creative strategy that appealed to chefs, procurement heads, and F&B professionals.
- Lead generation ads that simplified the user journey and encouraged inquiry submissions.
The Results:
The campaign successfully reached and engaged the exact audience Harissons wanted to connect with. As shown in the attached lead sheet:
- Leads included Executive Chefs, F&B Directors, Procurement Managers, and C-suite Executives.
- Businesses came from hotels, restaurants, catering companies, and hospitality groups.
- Exceptional lead quality, thanks to the algorithm’s precision and performance-optimised creatives.
- The client was extremely pleased with the outcome.
Expansion Opportunity
Impressed with the results in the UAE and KSA, Harissons Sauces extended our partnership to now include:
- UK and European markets for ongoing B2B growth
- Strategic support in growing brand visibility and distributor networks globally
Campaign Snapshot
- Client: Harissons Sauces
- Region: UAE & KSA
- Industry: Food & Beverage (HoReCa)
- Service: Paid Ads (Meta) – Awareness & Lead Generation
- Outcome: Qualified leads, market expansion, client retention