Secret Sauce

Golin MENA

Hummus, baba ghanouj, tahini sauce and koshna are popular but unremarkable Arab dishes, not headline-grabbing news stories in and of themselves. Moreover, the new ‘SAUDIA by mezete’ range Golin MENA was tasked to publicize was not even locally manufactured by our client, SADAFCO, a listed Saudi dairy company. However, through evidence-based storytelling around how the launch was responding to Saudi Arabia’s changing workforce and lifestyle patterns, where more people are in full-time employment than ever before, we successfully garnered the attention of top-tier press. Golin MENA’s campaign positioned SADAFCO as a progressive business leader, in tune with the evolving needs of Saudi consumers, who may be increasingly time-pressed but remain strongly attached to home-cooked foods and mealtimes with family.