As part of its expansion into the GCC, La Baleine launched an influencer-led campaign
during Ramadan to introduce its iconic fine sea salt and coarse salt to a new, regionally
relevant audience. With a strong heritage rooted in France and presence in markets like
Lebanon, the brand aimed to connect with GCC consumers by showcasing how its products
can seamlessly elevate everyday cooking, especially during the holy month.
To bring this vision to life, La Baleine collaborated with a selection of chefs who are known
for their culinary expertise and influence within the region. Each chef was tasked with
creating Ramadan-inspired recipes that resonate with local audiences, from traditional iftar
dishes to modern twists on familiar favorites. The focus was on demonstrating how both fine
sea salt and coarse salt can be used across different types of recipes, highlighting their
versatility and role in enhancing flavor.
The creative direction centered around authenticity and cultural relevance. Chefs
incorporated the products naturally into their cooking process, showcasing not only the final
dishes but also the preparation moments where the salts played a key role. Fine sea salt
was positioned as ideal for seasoning and finishing touches, while coarse salt was used in
cooking techniques that require texture and depth. This allowed audiences to clearly
understand the functional differences between the two products while seeing them in action
within familiar recipes.
Content was executed across Instagram Reels and Stories, with a strong emphasis on
visually appealing food content and step-by-step recipe storytelling. By aligning with
Ramadan cooking behaviors, where food preparation and sharing meals are central to daily
routines, the campaign successfully positioned La Baleine as a relevant and valuable
addition to the kitchen during the holy month.
This campaign marked an important step for La Baleine as it moved beyond its core markets
and embraced localized storytelling in the GCC. By tapping into regional flavors and
traditions, the brand was able to build awareness while maintaining its premium French
identity.
Starfish is proud to have supported La Baleine in this regional expansion, crafting an
influencer-led approach that blends heritage with local relevance and brings the brand closer
to consumers in meaningful, culturally connected ways.
