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PRWeek Acknowledges Saffron Road in Digital Campaign of the Month

Brand’s Success Reaching Muslim Consumers during Ramadan Featured


Stamford, CT – January 24, 2012 – Saffron Road™, the packaged food brand of American Halal Co., is featured in this month’s issue of PRWeek, the leading public relations trade magazine. Saffron Road, and retail partner, Whole Foods Market®, made headlines this summer during Ramadan for their highly successful campaign to promote the Halal food brand. The first campaign of its kind in the U.S., Saffron Road sought to create more awareness among Muslim shoppers, as well as emotionally connect with them on cultural level.

“Our campaign continues to win accolades, from both the leading marketing publications and major food trade partners, as an example of how to effectively appeal to Muslim consumers,” says Saffron Road’s CEO, Adnan Durrani. “Our online branding strategy also leveraged the American Muslim’s very tech savvy and high app digital user base. The results speak for themselves; our campaign serves as further evidence that acknowledging Muslim consumers pays off as we have many first time consumers who have stated they are now loyal customers for life.”

The article on Saffron Road can be read in PRWeek’s new January 2012 issue on page 19, as well as online here, Saffron Road Picks a Perfect Time for New Consumer Push.  For more details on the results of the campaign, including Saffron Road’s sales increase of 300%, see the brand’s post-campaign news release.

The Saffron Road brand celebrates the memorable meals and mutual values families and friends of all cultures share around the dinner table. In this tradition, the brand is pleased to offer its consumers more choices in premium quality world cuisine. All of Saffron Road’s products are Halal Certified by the Islamic Food and Nutrition Council of America (IFANCA) and are the only premium, Halal Certified and All-Natural brand available in mass grocery markets nationwide.

“Our public relations campaign during Ramadan resulted in both Saffron Road and Whole Foods Market becoming top-of-mind for those seeking Halal options,” says Saffron Road’s Executive Vice President, Jack Acree. “We’re happy to play a role in validating and serving those Halal consumers who have previously been ignored by brands and retailers alike.”

The brand’s public relations partner, campaign Hewar Social Communications, handled Saffron Road’s marketing communications for the campaign. Saffron Road’s public relations efforts to address the unmet needs of consumers are frequented cited as successful case studies.