Writing in one of the finest magazines of marketing and advertising, Aurora, has been a great experience. The article which I am sharing here is my second one for the magazine. It is about the campaign that Meat One, the premium brand of Al Shaheer Foods, launched in July, that aimed at repositioning the brand.
Below is the link of my article that I wrote for this campaign. The article is based on an interview with the brand and agency teams.
The lush, dark brown, dates or khajoor, are considered the nutritional powerhouse. Rich in carbohydrates, fibre, potassium and essential vitamins, the dates offer a host of health benefits. The good news is that eating dates daily will help keep your energy level high throughout the day.
Here are three delectable ways to add this miracle fruit to your diet:
Dates and cashew vegan balls. Soak the dried dates (de-seeded) in water for one hour. Add cashew nuts, grated coconut, coconut oil and a pinch of salt to a food processor. Blend into a sticky mixture. Then take small scoops of the mixture on your palms, and roll to form balls. Place these balls on a baking tray lined with parchment paper, and refrigerate for at least one hour. Serve it chilled. This energy booster is the perfect snack to nibble on in your daily routine.
Date biscuit roll. To make a delicious roll, first add butter to the saucepan and melt it. Then add sugar and de-seeded dates to the butter and cook while stirring, until the glaze has thickened. Turn off the heat, and then add egg and crushed biscuits to the mixture. Shape into a roll and wrap in a foil, and then chill overnight. Slice the roll into small pieces and serve with an ice-cream scoop or with a light drizzle of chocolate sauce.
Date pancakes. If you are tired of eating paratha and omelet in breakfast, go for date pancakes. Mix refined flour with baking powder, sugar and egg yolk. Dilute the mixture with water to form a thick batter and keep aside for half an hour. Now make small patties with the ground dates. Heat a non-stick pan and drop in two spoonfuls of the batter to form mini pancakes. Place a date patty on one pancake and quickly cover it with the second pancake. Cook till golden brown and then serve it with hot glass of milk chocolate.