Golden Acre Foods, the business behind the UK’s most trusted halal cooked meats brand Najma, is launching its first ever TV campaign at the end of August.
The £300k investment marks a significant milestone in the brand’s growth strategy and supports Najma’s ambition to drive category leadership during the Back to School period.
The new TV creative focuses on the everyday ritual of parents writing heartfelt, funny or encouraging notes to place inside their children’s lunchboxes. It reinforces the brand’s role as a trusted, convenient halal option for busy households returning to routine after summer.
The TV campaign will be amplified with out of home activity, with geotargeted placements near store listings, mosques and high density Muslim areas. Digital support includes YouTube paid ads targeting Muslim mums, TikTok ads targeting Muslim mums and retailers and Meta ads across the same period. The brand will also be exploring Influencer partnerships ahead of experiential activity later in year.
“This is a major moment for Najma,” said Rebecca Cutter, Marketing Director at Golden Acre. “Our first ever TV campaign allows us to reach Muslim families at scale while reinforcing our commitment to providing convenient, trusted halal options. Back to School is a critical time for our shoppers and this campaign supports them with products that fit their daily routines.”
Najma is the UK’s leading halal cooked meats supermarket brand with a 60 percent value share in grocery multiples. The range spans 28 products, from staple lunchbox favourites such as chicken and turkey slices to newer, more innovative options including breaded chicken fillets, pizza toppings and dry cured tapas style meat selections.
According to the latest UK Census 2021 data, more than 3.9 million Muslims live in the UK and demand for quality halal food from trusted brands continues to grow.
The TV campaign follows a recent major packaging rebrand which rolled out this summer. Najma is currently stocked in selected Co-op stores, as well as key convenience and wholesale channels including Booker and Bestway.