A ninety-year-old pantry brand, remembered on purpose.
Mirath was competing on price against brands a tenth its age. We stopped that fight and started a different one.
Results
blended ROAS, up from 2.1×
ad spend
shelf price premium
ranges reinstated
The problem
Three generations of equity, and packaging that looked like a private label.
Retail buyers were delisting slow lines; the response had been deeper discounts, which trained shoppers to wait for the discount.
The Arabic and English brands read as two unrelated companies on shelf.
What we did
Reframed the brand around provenance rather than price, with the founding year set in the mark instead of buried in an About page.
Rebuilt the identity as a bilingual system: Arabic first, Latin second, both drawn rather than substituted.
Rewrote the paid account structure around ranges rather than SKUs, and cut spend on the two channels that were buying customers who never repeated.
What happened
Shelf price restored to a 12% premium within two quarters, with volume holding.
Blended ROAS moved from 2.1× to 5.4× on 30% less spend.
Two delisted ranges reinstated by the largest national chain.
They talked us out of the discount ladder we had been climbing for four years. That conversation was worth the fee on its own.
Got something worth remembering?
Tell us what you are building and what is in the way. If we are not the right fit we will say so in the first call, and point you at someone who is.
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