Bugles / Saudi Arabia / 2025Social
How I Crunch It.
Bugles turned its crunch into an Arabic TikTok track and asked Saudi creators to show how they eat theirs, ending each video with the snack on their fingertips.
- Brand
- Bugles
- Agency
- MRM MENAT
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Bugles had just started producing locally in Saudi Arabia and needed cultural relevance on TikTok that felt made by Saudi creators, not pushed by the brand.
The idea
MRM MENAT built one repeatable ritual: open a pack, taste, remix it with an unexpected combination, sync the crunches to the track and finish with Bugles on the fingertips. Comedy, food and lifestyle creators each played it their own way, with TikTok Branded Missions and TopFeed placements, planned by UM, to launch it.
Results
- According to the Shorty Awards entry, the campaign reached 44 million views, 30% of them organic.
- The entry reports 688K+ engagements and 91.6% positive sentiment.
- By the agencies' figures, eCommerce sales rose 65%.
Case study source: Shorty Awards Source ↗
Awards
- TikTok Ad Awards METAP 2025Sound On Please!Bronze
- TikTok Ad Awards 2025 Bronze (Sound On, Please)
Credits
- Creative agency
- MRM MENAT
- Media agency
- UM MENAT
- Senior Account Manager, MRM MENAT
- Madonna Raafat
- Growth Director, MRM MENAT
- Nour Jurdi
- Head of Strategy, MRM MENAT
- Derrick Nyirenda
- Executive Creative Director, MRM MENAT
- Andrej Arsenijevic
- Associate Creative Director, MRM MENAT
- Maximilian Hylkema
- Senior Art Director, MRM MENAT
- Noor Mukhallalati
- Senior Copywriter (English), MRM MENAT
- Jessica Langton
- Senior Copywriter (Arabic), MRM MENAT
- Ahmad Najeeb
- Senior Multimedia Designer, MRM MENAT
- Loay Balkis
- Junior Graphic Designer, MRM MENAT
- Anuj Gandhi
- Senior Manager Integrated Planning, UM MENAT
- Darshan Jairaj
- Senior Executive Integrated Planning, UM MENAT
- Nathalie Daher
