At the Heart of Every Moment.
Baladna made the Sidra tree the centre of its Ramadan 2026 campaign in Qatar, with a film about gatherings beneath it, an influencer recipe series, retail tie-ins and special Ramadan packaging.
- Brand
- Baladna
- Agency
- X! Qatar
- Market
- Qatar
- Region
- GCC
- Year
- 2026
The challenge
Baladna wanted to deepen its emotional connection with Ramadan audiences in Qatar and keep its products part of the month's everyday moments. It built on the previous year's platform, in which the Sidra tree stood for togetherness and the moments that bring people closer.
The idea
X! Qatar developed and produced a Ramadan film centred on the Sidra tree, released on Baladna's YouTube on 17 February 2026 under the brand line 'Baladna, at the heart of every moment'. Social and digital media, influencer partnerships and a third season of the 'Recipes from Different Cultures' series, seven episodes fronted by influencers, carried the campaign through the month. Retail partnerships and specially designed Ramadan packaging took it into stores.
Results
- 2.2 million people reached and 5 million video views, according to the agency's Ads of the World entry
- 61% campaign recognition and 77% brand linkage to Baladna, according to the same entry
- The film scored 41% ad recognition and 81% brand linkage, according to the same entry
- 54% of consumers noticed the Ramadan packaging and 72% of those responded positively, according to the same entry
Case study source: X! Qatar Source ↗
