National Prawn Company (NPC)

Issue

  • Lack of awareness surrounding NPC
  • Negative perception of NPC amongst key stakeholders (local Government, Media and Al Lith residence)
  • Development of Corporate Communications department
  • Launching of brand in the Kingdom

Insight

  • NPC is the Worlds’ largest prawn farm, NPC exports 80% of its products to Europe, East Asia and the USA
  • NPC has an excellent reputation amongst international stakeholders including World renowned chefs
  • NPC brand is not recognised as they operate under the brand name Al Watanyiah (Al Rajhi’s chicken brand)

Expertise

  • Internal and external audits where conducted to analyse our current perception amongst key stakeholders and a plan was put into place in order to change misconceptions before the launch of ‘Robian’
  • Developed a local, regional and international media relations campaign in the run up to the launch of ‘Robian’
  • Developed internal communications plan to help launch ‘Robian’ 
  • Launched ‘Robian’ brand prawns in the Kingdom
  • Invited international experts, Local and International Government officials and media for Familiarisation visit the farm

Impact

  • NPC achieved high levels of awareness and received over 250 media hits in Saudi dailies, regional and international magazines and on-line worth over SR 4,460,000 in advertising value
  • Captured a significant share of the seafood market upon launch (sold out of shelves with in 6 hours of launch in all supermarkets)
  • Generated excellent B2B leads through events, sponsorships and tastings
  • Adalid succeeded in securing discussion of food security and food scarcity by 18 different speakers at JEF 2010, to help facilitate the growth of NPC and its importance for Saudi economic diversification, food security and food scarcity