Date: 2017 / Services: Research, Segmentation, Competitor analysis, Value proposition, Messaging

A local seafood experience; from Riyadh!

32 Grimp is a local brand established in the 90s under a different identity. With a history in the industry, and as they were planning to revive the brand and introduce a new seafood experience in Riyadh, they asked me to help them facilitate a brand message that influences the public opinion about the quality of seafood used in fast-food restaurants.

The central region of Saudi Arabia isn't a natural birthplace of seafood businesses, yet, we can convince customers by recognizing their internal obstacles. Through focus groups and interviews, I was able to find more about how people think of and consume seafood, and what kind of communication that would affect their buying behaviors. As a result, we were able to feature 32 Grimp’s menu as a “healthier” fast-food option by exploiting the original dispute.