A’Namaa Poultry Co. SAOC, the RO100 million governmental project to drive food security and create new job opportunities for Omani youth, has signed a consortium agreement with WPP, the world’s leading creative transformation company, led by Superunion, the global brand agency, for a comprehensive branding exercise, covering corporate and products, that will position A’Namaa as a market leader in the sector.
In the presence of Eng. Saleh bin Mohammed al Shanfari, CEO of Oman Food Investment Holding Co. SAOC and Chairman of A’Namaa Poultry Co. SAOC, the agreement was signed in Muscat by Eng. Yaqoob Mansoor Al Ruqaishi, CEO of A’Namaa Poultry Co. SAOC, and Majdoleen Till, Managing Director for the Middle East and the Gulf region of Superunion.
The WPP consortium led by Superunion comprises leaders in branding, media buying, creatives and communication including local companies. Representatives of the firms attended the signing ceremony.
The mandate of the agreement is to drive a comprehensive branding exercise with detailed marketing strategy for A’Namaa Poultry Co. SAOC, highlighting the corporate positioning as well as exceptional quality of products, and defining the value addition of the company to the local economy, including driving food security, self-sufficiency and job creation for Omani youth.
Eng. Saleh Al Shanfari said: “A’Namaa was founded with a clear goal of realising the vision of our leadership to promote food security in Oman. The RO100 million governmental project – one of the largest food production centres in the Arab world – will enhance self-sufficiency in Oman’s poultry sector from 36 percent now to 70 percent by 2030. With such an ambitious investment and vision, it is important to have a high-impact branding and communications strategy to reach out to our customers as well as to expand the reach of A’Namaa brand.
“Building a powerful brand is key to strengthening our credibility and creating a strong impression among customers – reflecting the high standards we adhere to. Our identity will reflect our values, purpose and commitment to the community and the environment. A consortium that covers all areas including market research, branding, media buying, advertising and public relations will enable us to consolidate our presence and achieve higher work efficiency. A’Namaa is a project for the people and we want to deliver the best customer experience through this integrated branding programme,” added Al Shanfari.
Majdoleen Till added: “We are thankful to A’Namaa Poultry Co. SAOC for their trust in the competencies of the WPP consortium to deliver a powerful branding and market outreach strategy. As a governmental project that aims to promote food security, self-sufficiency and economic growth, we see incredible value in associating with this project, and in delivering our best resources for driving a powerful branding campaign. Every aspect of the branding exercise, including consumer research, brand communications and media management are part of the mandate of this agreement, which makes it one of our most prestigious in the region.”
A’Namaa Poultry Co, which broke ground earlier this year in Al Safaa area in the Wilayat of Ibri, will have 240 poultry broiler sheds with the capacity to produce 60,000 tonnes of white meat in the next five years. The project has a capacity to hatch 100 million eggs per year to meet the project’s need of chicks as well as the needs of poultry farmers and small and med-sized enterprises, adding more value to the economy. It will also contribute to meeting the increased demand for poultry, which is estimated to grow by 80 percent. The project will have over 735 employees, having Omanisation as a goal. With a large supply chain comprising suppliers, vendors, retailers and distributors, A’Namaa will contribute significantly to the economy.
A’Namaa Poultry Co. SAOC is part of several ambitious projects by the Oman Food Investment Holding Co. SAOC to enhance the country’s self-sufficiency of food products and derivatives, as well as to boost value-added products that will support the SME sector of the Sultanate.
Among key tasks by Superunion including understanding the market for poultry products in Oman, estimating the market size, understanding current brands presence, studying customer behaviour as well as channels and creating a powerful go-to-market strategy supported by impactful communications across all channels.