"The Freedom to Choose": A New Campaign for the Tiv Taam Chain, in Persian

The Tiv Taam chain is launching an extraordinary topical campaign under the message "The Freedom to Choose," turning directly to the citizens of Iran – in the Persian language.

Against the backdrop of security tensions and the internal struggle in Iran between young liberals and conservative religious elements, the chain chose to seize the historical moment and express support for the values of freedom of choice, freedom of expression, and freedom of information. The campaign seeks to convey a message of encouragement and reinforcement to citizens fighting for their personal rights.

Despite the sensitivity associated with periods of war and crisis, Tiv Taam decided not to miss the opportunity to convey a values-based message consistent with the brand's philosophy: "Because that's who we are, just a supermarket – that believes in the freedom to choose." As part of the campaign, the voice of Benny Sabti, a commentator on Iranian affairs, was recruited to narrate the broadcast, providing an authentic layer and high credibility in addressing the target audience.

The campaign was initiated by the BBR Bauman Ber Rivnay advertising agency, based on the belief that a contemporary and bold brand that has always expressed its opinions must be connected to reality and respond to it in real-time. The campaign is airing with an investment of approximately 350,000 NIS and is broadcast on TV channels Keshet 12, Reshet 13, and i24NEWS, alongside activity on digital and social media channels.

Avivit Levy-Naim, Marketing and Sales Manager of Tiv Taam: "Even in complex and sensitive times, we believe brands have a role. As a bold brand that always has its finger on the pulse and understands the power of real-time advertising, we could not ignore an important and brilliant idea that came through the advertising agency. The 'Freedom to Choose' campaign in Persian is a direct expression of our belief in personal freedom, freedom of thought, and the ability of every individual to choose their own path. We chose to reach out beyond Israel's borders this time, through the voice of Benny Sabti, as there is no one else in the country who can speak about Iran and to Iran like he can. Ultimately, we may be a supermarket chain, but we are one that truly and sincerely believes in the freedom to choose."

Attached is a first look at the campaign:

(Photo: Tiv Taam PR)