Case Study Summary
Al Mared Al Iraqiya wanted to promote RS Oils during Ramadan, a period where food content, recipe inspiration, family cooking, and kitchen products become part of daily attention.
The campaign had two main goals.
First, to build awareness for RS Oils during the highest food-consumption period of the year.
Second, to educate audiences that different oils have different cooking uses.
Masar managed influencer selection, creator briefing, campaign management, content direction, reporting, and creator talking points.
The campaign activated 17 influencers, mostly chefs and cooking creators, supported by food bloggers, product reviewers, and lifestyle creators.
The content showed RS Oils inside real Ramadan cooking moments: iftar meals, suhoor meals, frying, salads, traditional Iraqi dishes, daily kitchen use, and oil comparisons.
The campaign helped position RS Oils as a product range with different oil types for different cooking needs: canola oil, olive oil, extra virgin olive oil, and pomace oil.
Client
Al Mared Al Iraqiya
Project Period
10 February — 19 March
Ramadan 2026
Industry
FMCG
Cooking Oil
Food Products
Ramadan Food Campaign
Influencer Marketing
Market
Iraq
Product
RS Oils
زيوت RS
Platforms Used
Instagram
Facebook
WhatsApp
Calls
Showroom traffic
Dealer/showroom channels
Project Type
Influencer marketing campaign
Ramadan food campaign
Chef-led creator campaign
Cooking oil education campaign
FMCG influencer marketing in Iraq
Services Used
Influencer Selection
Creator Briefing
Campaign Management
Content Direction
Reporting
Talking Points
The Challenge
RS Oils was not promoting only one product.
The brand had a selection of oils, and each oil had a different use.
The campaign needed to explain the difference between canola oil, olive oil, extra virgin olive oil, and pomace oil without making the content feel like a technical lecture.
Ramadan created the right context because families cook constantly, people look for recipes every day, and chef creators naturally become more influential during the month.
The challenge was to make RS Oils visible inside real cooking moments while helping people understand which oil fits which type of food.
The Ramadan Insight
During Ramadan, food content becomes practical.
People are not only watching recipes for entertainment. They are looking for ideas for iftar, suhoor, family meals, and daily cooking.
Masar used this behavior to make RS Oils part of the recipe journey.
Instead of saying “this oil is good,” the campaign showed chefs using the oils in actual dishes.
The key insight was:
People understand cooking oil better when they see it used in food they already want to cook.
Product Education Strategy
The campaign focused on showing that RS Oils has different oil types for different cooking needs.
The key product education message was:
Which oil is which, and where should you use it?
The campaign communicated the oil range through recipes and creator content:
- Canola oil: frying and daily cooking
- Olive oil: light cooking and salads
- Extra virgin olive oil: salads, cold dishes, and finishing
- Pomace oil: cooking, higher-heat use, and deep frying
Instead of explaining this only through direct educational posts, Masar used chefs to show the differences through Ramadan recipes and food preparation.
Influencer Strategy
Masar activated 17 influencers:
- Chef Sabreen
- Noor Al Huda
- Chef Hanan
- Chef Nawar
- Chef Ahmad Kailani
- Chef Mustafa
- Zahraa Abdulrahman
- Chef Ali Rabia’a
- Chef Basheer
- Enas Fareed
- Mohammed Zilzal
- Rusul Waleed
- Bakr Sakin
- Teeba Amer
- Hussein Al Eid
- Abdullah Aljadery
- Ali Mahmood
The campaign focused mostly on chefs because Ramadan is a time when families cook daily and actively look for recipe inspiration.
Chef and mom-cook creators were the strongest fit because cooking oil cannot always be consumed on its own. It needs to be shown inside recipes.
Masar also included foodies, product reviewers, and lifestyle creators to reach audiences beyond people who actively cook.
This helped the campaign balance education, awareness, and lighter food-review content.
Creative Direction
The creative direction focused on real Ramadan cooking.
Chefs showed:
- Ramadan recipes
- Iftar meals
- Suhoor meals
- Frying
- Salads
- Traditional Iraqi food
- Oil usage differences
- Recipe preparation
Foodies and product reviewers showed:
- Olive oil challenge content
- Taste tests
- Product reviews
- Daily use
- Comparisons
The strongest content idea was Chef Nawar’s traditional Moslawi dish:
عروك مصلاوية
This worked because it connected RS Oils to a specific Iraqi food culture, not just generic cooking.
The campaign performed strongest through chef recipe content because recipes gave people a direct reason to watch, save, and remember the product.
Olive Oil Challenge
The campaign also used foodies and reviewers for lighter challenge-style content around olive oil.
The “olive oil challenge” involved freezing the olive oil for 24 hours as a consumer-facing way to talk about authenticity and product quality.
For the public case study, this should be described carefully as a creator challenge, not as a scientific laboratory test.
The purpose of the format was to make the extra virgin olive oil message easier to watch and discuss.
What Masar Avoided
Masar intentionally avoided the usual paint-company content mistakes:
- Boring product posts
- Heavy technical language
- Only catalog images
- Generic color posts
- Over-corporate translated content
- Posts that speak only to painters
- Product features that ordinary customers do not understand
- Content that looks like every other construction-materials page
The goal was to make Polisan feel like a brand people could imagine inside their own homes.
Not just a product on a shelf.
Results
The RS Oils campaign generated strong reported visibility across influencer content.
Across the campaign report, the creator content generated more than 9.6M reported views and around 387K reported interactions.
The strongest-performing content came from chef recipes, especially Ramadan cooking content.
Chef Nawar
3.9M views, 120K interactions, 248 days and 15 hours of watch time
Abdullah Al-Jadery
793K views, 33.2K interactions, 112 days and 6 hours of watch time
Enas Fareed
391K views, 23.3K interactions
Zahraa Abdulrahman
226K views, 5.1K interactions
Chef Sabreen
1.2M views, 67.2K interactions, 135 days of watch time
Chef Mustafa
513K views, 347.8K accounts reached, 52K interactions
Mohammed Zilzal & Rusul Waleed
321K views, 220K accounts reached, 14K interactions
Teeba Amer
159K views, 6.4K interactions
Chef Hanan
906K views, 450K accounts reached, 27K interactions
Ali Rabia’a
427K views, 14K interactions
Chef Basheer
239K views, 5.5K interactions
Bakr Sakin
124K views, 2.3K interactions
The campaign created product awareness and product interest by showing RS Oils inside recipes, Ramadan meals, and everyday food contexts.
What Worked Best
Chef recipe content worked best.
That made sense because Ramadan is a month where people actively look for meal ideas, and cooking oil naturally appears inside the recipe process.
Chef Nawar’s عروك مصلاوية content was the strongest-performing video because it connected the product to a recognizable traditional dish and gave people a reason to watch beyond the product itself.
The campaign worked because it did not force people to learn about oil through direct explanation.
It let them see the product being used.
The strongest combination was:
Ramadan recipes + chef trust + product education + clear oil usage differences.
What Masar Learned
The RS Oils campaign reinforced several lessons about food influencer marketing in Iraq:
- Ramadan is one of the strongest periods for cooking-related influencer campaigns.
- Cooking oils need to be shown inside recipes, not only as product bottles.
- Chef creators build stronger trust for kitchen products.
- Product education works better when it is demonstrated through food.
- Different oil types need simple usage contexts.
- Traditional Iraqi dishes can make FMCG content more memorable.
- Reviewers and foodies help add lighter, challenge-style content beyond recipes.
- A product range becomes easier to understand when each product has a clear use case.
Why This Case Study Matters
This case study shows how Masar helps FMCG brands educate the market through influencer content.
RS Oils had multiple products, and each one needed a different usage story.
Masar helped turn that product range into Ramadan cooking content that people could understand through recipes, chefs, food reviewers, and daily kitchen moments.
The campaign shows Masar’s ability to manage:
- Chef-led influencer campaigns
- Ramadan food campaigns
- Cooking oil marketing
- FMCG product education
- Food creator selection
- Product usage storytelling
- Iraqi recipe-based content
- Influencer reporting and campaign management
Most importantly, it shows that Masar can make product education feel natural inside content people already want to watch.
Key Services Used
Influencer Marketing in Iraq
Food Influencer Campaign
Ramadan Food Campaign
Cooking Oil Marketing
FMCG Influencer Marketing
Chef Influencer Campaign
Olive Oil Campaign
Food Product Marketing
Creator Selection
Creator Briefing
Campaign Management
Content Direction
Talking Points
Influencer Reporting
Iraqi Audience Understanding
Frequently asked questions
What did Masar do for RS Oils?
Masar handled influencer selection, creator briefing, campaign management, content direction, reporting, and talking points for the RS Oils Ramadan influencer campaign.
What was the goal of the RS Oils campaign?
The goal was to build awareness, create Ramadan cooking visibility, show the variety of RS Oils, and educate audiences on the different uses of canola oil, olive oil, extra virgin olive oil, and pomace oil.
How many influencers were part of the campaign?
Why did Masar focus mostly on chefs?
Masar focused mostly on chefs because Ramadan is a period when families cook daily and actively look for recipe inspiration. Chefs were the strongest fit for showing RS Oils inside real cooking moments.
What oil types were promoted?
The campaign promoted canola oil, olive oil, extra virgin olive oil, and pomace oil.
What type of content performed best?
Chef recipe content performed best, especially Chef Nawar’s عروك مصلاوية recipe.
What was the olive oil challenge?
The olive oil challenge was a creator-led content format where olive oil was placed in the freezer for 24 hours as a way to create conversation around authenticity and product quality.
What results did the campaign generate?
Across the campaign report, RS Oils generated more than 9.6M reported views and around 387K reported interactions across influencer content.
What does this case study show about Masar Agency?
This case study shows Masar’s ability to manage chef-led influencer campaigns, simplify product education, and position FMCG products inside real Iraqi Ramadan cooking moments.
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