English Biscuit Manufacturers (EBM, one of Pakistan’s largest FMCGs, recently won the SLIM Digis Award for the Best Digital Media Campaign 2018, for their brand, Peek Freans RIO.

The international recognition the company has received as a result of their creativity and hard work has made them an example for others to follow within the industry.

SLIM Digis 2019

The awards ceremony was held in Sri Lanka where it honored campaigns that ran between the time period of August 2016 and December 2018.

The SLIM Digis, which is organized by the Sri Lankan Institute of Marketing, is considered as one of the most renowned awards events that focus on the promotion of digital media and marketing. It has an independent judging panel comprising of leading business leaders, marketers, and digital practitioners.

The awards aim to celebrate innovation in the field of digital marketing as well as evaluate and recognize work that is state-of-the-art, in line with global standards and which inspires the next generation to excel in the field.

EBM – Pakistan’s Favorite Biscuit Manufacturers

EBM’s rate of achievements and success has steadily grown over the years, with this accolade adding yet another feather to its cap. Apart from setting the bar in terms of performance and efficiency in business, it has contributed towards promoting a positive image of Pakistan worldwide.

As one of the largest biscuit manufacturers in Pakistan for the past 50 years, the brand has focused entirely on the quality of their biscuits and the needs of its target audience, thereby adopting a consumer-centric approach across all age groups. As a result, they have successfully become everyone’s favorite biscuit manufacturer in Pakistan.

The RIO Campaign: A Risk Worth Taking

Peek Freans RIO, one of the most sought-after cream biscuit brands in Pakistan, was the pioneer in their respective category to bring fictional characters to life. Their campaign, which started from August 2018, introduced fun-loving and quirky characters called the OBOs which became an instant hit amongst kids. This was a huge step for the brand as it involved inculcating innovation within their strategy as a way of connecting more effectively with its target audience.

The Peek Freans RIO campaign was conceptualized by the creative agency Madnest along with leading animation agency, ICE Animations. The music for the campaign was done by DI (Digital Invasion). Pakistan’s fastest growing media agency, m/SIX (GroupM) – which has represented the country on various international forums in the past – was charged with carrying out the media execution for the campaign.


By paying great attention to both detail and color, it is evident that the brand along with its agency has made increased efforts to focus on highlighting captivating visuals. The campaign appears to be bright and cheerful thus designed to be attractive to children.

Ultimately, the animation, paired with a fun narrative, proved to be a risk worth taking. Moreover, the OBOs helped create a massive brand identification and became hugely popular amongst Pakistani children.


As our businesses continue to gain massive recognition worldwide, we have begun to realize the level of talent and potential our industries have. Therefore, we look forward to having more Pakistani brands receive such prestigious honors in the future.