Labneh You Can Trust
Proudly a Lebanese company serving the Lebanese marketplace, Taanayel Les Fermes produces authentic Lebanese dairy products that are well-known and trusted by the Lebanese people. Taanayel products can be found in just about every supermarket and small grocery store in the country, and we consumers sometimes fail to appreciate their dependable consistency.
Taanayel was recently nominated for the Best Integrated Campaign category in the Beirut Social Media awards, something that pleasantly surprised Marketing Manager Caroline Afeiche. “The nomination is a total surprise to us! In particular because we have entered into the digital/viral world only recently.”
In an attempt to boost their online presence, Taanayel created the “Wrap and Win” campaign in collaboration with celebrity chef Joe Barza, which encouraged the public to submit the most creative wrap sandwich recipe that incorporated Taanayel products.
Social media is a great tool for customer engagement. Afieche assumes that most of the thousands of new “likes” that the Taanayel page received during the campaign were from customers that already know and love the brand. Social media has created a new medium through which Taanayel can reach a wide and dedicated consumer base. It helped that Chef Joe Barza was the famous face behind the campaign, because he “has a lot of things that we stand for. He loves and uses things from Lebanon.”
Wrap and Win was an easy sell for the public, because Taanayel products can be found on just about every table in the country. “People trust us, we have the best labneh and the best halloum in town,” and Taanayel wanted to engage the public by asking them to share anything that you can do with the well-reputed dairy products.
If you take a look at Taanayel’s Facebook page, you’ll notice the prevalence of tips for healthy living, and easy recipes for hungry, busy people. Taanayel agrees that they have a responsibility as one of the largest and most well respected food companies in the country to promote well-being, exercise, and healthy eating habits. But according to Afieche, it isn’t just a great marketing tool. “It comes from the top,” the Chairman and General Manager “is very sporty, and he himself believes in well-being and leading a healthy lifestyle and doing sports. It’s not about looking good, it’s about feeling good.”
During the interview, my new friend at Taanayel was sure to mention that there are a lot of Taanayel products out there that people don’t know about yet. Taanayel released a probiotic line, Santevia, which features flavored yogurts and beverages to promote healthy digestion and a strong immune system.
” By contributing writer Meredith Danberg-Ficarelli “