Bou Khalil Supermarket: Em Khalil

Nicolas Geahchan, Tarek Haddad, Paola Mounla

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and be seen as a driver of change and innovation.

Campaign details

Brand: Bou Khalil SupermarketBrand owner: Bou Khalil SupermarketLead agency: J. Walter Thompson BeirutCountry: LebanonIndustries: Supermarkets & grocery storesMedia channels: Content marketing, Magazines - business, trade, Point-of-purchase, in-store, Public relations, Sales promotion, Social mediaBudget: No budget

Executive summary

Women in Lebanon don't have equal rights or laws. Bou Khalil, being a supermarket – a place where most of Lebanon's society believes a woman belongs – wanted to change the status quo. And Bou Khalil was the perfect supermarket to do so because its own name carries a...

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