We're a Family

The "We're a Family" campaign was created to uplift and cultivate the brand image, reputation, and perception of Saharkhiz - a prominent leader in the procurement and supply of Iranian saffron and other packaged food products - among its intended audience. The campaign was centered on establishing a strong brand identity, promoting brand values, and ensuring that the brand promises are consistently delivered.
The campaign centers on the concept of 'family', highlighting Saharkhiz's belief in treating its customers, employees, and other stakeholders as valued members of its extended family. The campaign included three TVCs, a brand introduction video, digital marketing, and OOH ads.
The first TVC showcases an Iranian traditional courtyard house, where a family and their neighbors gather to cook Sholezard, a traditional Iranian meal made with rice, sugar, and saffron. By highlighting Iranian culture, lifestyle, and customs, the advertisement effectively demonstrates how Saharkhiz products have become an integral part of everyday life in Iran.
The second TVC highlights the busy, hectic lifestyle of Iranian saffron farmers, with an elderly farmer narrating the story of Mr. Saharkhiz, the brand's founder. The ad effectively conveys the message that Saharkhiz considers farmers as part of its family.
The third TVC is set in a herbal shop within an Iranian traditional bazaar, where an elderly salesman shares the story of his father, who used to sell Saharkhiz products. The video intentionally showcases elements such as the stunning Iranian architecture, the bustling traditional bazaar, an old scale, a porcelain teapot, and an abacus, all serving as reminders that Saharkhiz products have become an essential aspect of Iranian life.