Sabroso delivers premium-quality flavors crafted with authentic recipes and carefully selected ingredients, offering a refined dining experience that reflects consistency, excellence, and a commitment to outstanding taste.
Sabroso is a leading FMCG brand in Pakistan’s frozen and value-added food category, known for its premium-quality chicken products. While the brand enjoys strong nationwide awareness, consumer preference in the category has historically leaned toward a dominant competitor.
With the launch of Chik N’ Cheese Paratha, Sabroso introduced a new product designed for multiple consumption moments — from quick breakfasts to late-night cravings. The challenge was to break through a crowded FMCG landscape, establish immediate product awareness at scale, and convert that attention into meaningful sales.
The campaign needed to balance high reach with strong performance, ensuring that awareness efforts translated into measurable business impact rather than remaining top-of-funnel visibility alone.
We designed and executed a phased, full-funnel digital strategy that prioritized momentum before conversion.
The launch began with an awareness-heavy phase focused on maximum reach and product familiarity, using high-impact video placements to seed the product across Pakistan. Platforms were activated based on their strengths within the funnel: TikTok served as a mass-reach engine, Meta supported reach, engagement, and sales objectives, while Google played a dual role — driving awareness through YouTube and capturing intent through demand-generation formats.
Once awareness had peaked and audience pools were sufficiently primed, the campaign transitioned into a performance phase, introducing sales-led formats and retargeting users who had already interacted with the product. This sequencing ensured that conversion messaging reached a warmer, more receptive audience, improving efficiency without increasing wastage.
Throughout the campaign, Our Team managed the paid media strategy end-to-end — from platform allocation and execution to ongoing optimization — ensuring alignment between storytelling, scale, and performance.
The campaign delivered strong results across both awareness and sales objectives, validating the phased launch approach.
At the awareness level, the campaign achieved nationwide reach at scale, generating tens of millions of impressions and video views across platforms. Engagement and video completion rates consistently outperformed category benchmarks, creating a strong foundation for downstream performance activity and building a high-quality retargeting pool.
As the campaign shifted toward sales, commercial impact followed. Online sales volume reached its highest level in the past year, with month-on-month growth approaching 50% during the peak campaign period. First-time customer purchases increased by over 140%, indicating successful penetration beyond Sabroso’s existing customer base, while returning customer purchases grew by more than 50%, signaling repeat adoption and product acceptance.
From a performance standpoint, the campaign delivered 750+ tracked purchases across the full funnel, with both awareness-led and sales-driven formats contributing meaningfully to conversions. Most notably, return on ad spend improved from a historical average of ~3× to 6.35×, representing more than a 2× increase in efficiency without compromising scale.
Overall, the launch demonstrated that a reach-first, performance-later strategy — when executed with precision — can successfully move consumers from awareness to action. For Sabroso, it strengthened competitive standing in a highly contested FMCG category; for Our Team, it reinforced our ability to deliver brand momentum and profitable growth through strategic media execution.
