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Saffron Road and Whole Foods Market Honored with ARF David Ogilvy Award

Brand’s Success Reaching Muslim Consumers during Ramadan Featured

Stamford, CT – July 17, 2012Saffron Road, the packaged food brand of American Halal Co., is honored to accept on behalf of itself and Whole Foods Market, the David Ogilvy Award in the Digital + Media category from the Advertising Research Foundation (ARF). Saffron Road, and retail partner, Whole Foods Market®, made headlines last summer during Ramadan for their highly successful campaign to promote its premium Halal food brand, Saffron Road.

The ARF David Ogilvy Awards for Excellence in Advertising Research celebrates the extraordinarily innovative and creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers. The name of Saffron Road’s winning campaign is Halal History in the Making: Saffron Road and Whole Foods Market Partner Together to Meet Muslims’ Needs during Ramadan.

“We are honored to be among our fellow Ogilvy Award winners – some of the world’s most innovative and leading elite brands including past winners IKEA, Audi, Microsoft, and Coca Cola,” says Chief Executive Officer, Adnan Durrani. “All of us at Saffron Road want to thank the ARF for honoring us with this award and especially Whole Foods Market’s Global Team leaders for embracing us and Ramadan last year. It’s a positive sign that major retailers like Whole Foods and the advertising industry are taking note of the growing Muslim consumer market. We appreciate the due recognition given to brands like Saffron Road that are having a major impact in addressing unmet consumer needs in the multicultural market,” added Durrani.

The first campaign of its kind in the U.S., Saffron Road sought to create more awareness among Muslim shoppers online, as well as emotionally connect with them on cultural level. For more details on the results of the campaign, including Saffron Road’s sales increase of 300% during the Ramadan holiday, see the brand’s campaign summary here.

This prestigious award was presented to both Saffron Road and its public relations agency, Hewar Social Communications, at an awards gala dinner Tuesday evening in New York City, during the ARF’s annual conference, which is attended by over 500 leading professionals in the advertising industry. 

“Saffron Road serves as an excellent example of a Halal food brand not only appeals to Muslim consumers, but to a whole range of consumers at Whole Foods Market who value pure, humane and high-quality foods,” says Executive Vice President, Jack Acree. We’re thrilled to pave the way in reaching this consumer group and validating their values as consumers to our peers and we are indebted to Whole Foods’ Global Team leaders for their support of our innovative marketing campaign,” added Acree.

The Saffron Road brand celebrates the memorable meals and mutual values families and friends of all cultures share around the dinner table. In this tradition, the brand is pleased to offer its consumers more choices in premium quality world cuisine. All of Saffron Road’s products are Halal Certified by the Islamic Food and Nutrition Council of America (IFANCA) and are the only premium, Halal Certified and All-Natural brand available in mass grocery markets nationwide.