CLIENT
Almarai Company
Nabil Sleiman, Lead Communication
Basmah Albooshi, Senior Media Supervisor
Mohammad Tanveer, Lead Media
AGENCY
Wunderman Thompson Riyadh *Lead Agency
Chafic Haddad, Chief Creative Officer MENA
Rayyan Aoun, Executive Creative Director
Hussein Nasser, Creative Director
Alaa Abu Hammeen, Business Director
Jean El Azar, Creative Lead
Hana Ghemrawi, Conceptualizing & Art Direction
Ali Khalil, Planning
Mohammed Kaissi, Account Director
Fahad Alrasheed, Account Executive
Mohammed Binkhudhair, Copywriter
Joe Aboudaher, Head of TV Production
Spark Foundry (Saudi Arabia)
Imran Khalid, Business Director
SUMMARY
ALYOUM
chicken, a premium poultry brand, faced tough competition from fresh
and discounted frozen chicken during inflationary times. To remind
customers of its quality, a heartwarming mini-series was launched during
Ramadan featuring Sara and her granny Mama Sara, reintroducing
traditional dishes and emphasizing the importance of quality. This
first-of-its-kind brand-driven mini-series on Shahid broke records for
branded content, capturing the hearts of GCC mothers. The results were
impressive with ALYOUM increasing market share to 28%, sales by 8%, and
loyalty to 23%.
