Mama Sara & Sara.

Facing intensifying competition from local and imported chicken brands, ALYOUM, which the entry calls the leading fresh chicken brand in Saudi Arabia, 'needed to reaffirm its superior quality and stand out during Ramadan — the most saturated advertising period of the year', with rivals using rebranding, health claims, price cuts and direct-to-consumer sales (MMA case study).

The series pairs Mama Sara with her granddaughter Sara, cooking ALYOUM chicken recipes for iftar. Season 1 premiered on Shahid in Ramadan 2023, which the case film calls 'the first of its kind brand-driven miniseries on Shahid', and the episodes also ran on Almarai's YouTube channel and ALYOUM's web page, with teasers on Instagram, TikTok, Snapchat and X, Shahid banners, YouTube mastheads and retargeting of people who watched the first episode (MMA case study). Almarai lists six episodes that Ramadan, from chicken sambousa to chicken maqlouba and chicken sleeq. It also ran in the UAE and Kuwait, according to MMA's case study, and the series came back in later Ramadans.