UK food business, Golden Acre Foods, which supplies the cooked halal meat brand Najma, is launching its first ever TV campaign at the end of this month.
The £300k investment marks a significant milestone in the brand’s growth strategy and supports Najma’s ambition to drive category leadership during the back to school period, it explained.
The new TV creative focuses on the everyday ritual of parents writing heartfelt, funny or encouraging notes to place inside their children’s lunchboxes. It reinforces the brand’s role as “a trusted, convenient halal option for busy households returning to routine after summer,” it added.
The TV campaign will be amplified with OOH activity, with geotargeted placements near store listings, mosques and high density Muslim areas.
Digital support includes YouTube and TikTok ads targeting Muslim mums and retailers and Meta ads across the same period.
The brand said it will also be exploring influencer partnerships ahead of experiential activity later in the year.
Major moment
Rebecca Cutter, Golden Acre’s MD, said: “This is a major moment for Najma. Our first ever TV campaign allows us to reach Muslim families at scale while reinforcing our commitment to providing convenient, trusted halal options.
“Back to School is a critical time for our shoppers and this campaign supports them with products that fit their daily routines.”
The Najma range spans 28 products, from staple lunchbox favourites such as chicken and turkey slices to newer, more innovative options including breaded chicken fillets, pizza toppings and dry cured tapas style meat selections.
The TV campaign follows a recent major packaging rebrand which rolled out this summer. Najma is currently stocked in Tesco, along with selected Co-op stores, as well as key convenience and wholesale channels including Booker and Bestway.
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