Sadia / GCC / 2025Film · Social
Ramadan Like a Pro.
Sadia created a bilingual 'Ramadan Playbook' of recipes and tips, with short humorous films for each stage of the month, from preparation to Eid.
- Brand
- Sadia
- Agency
- Impact BBDO
- Market
- GCC
- Region
- GCC
- Year
- 2025
The challenge
Sadia wanted to be useful for the whole of Ramadan, a month whose mood and needs change from the first day of fasting to the last, in a crowded food category.
The idea
Impact BBDO split the month into phases: preparation, starting strong, keeping energy up and celebrating. Each phase got films and content with Sadia products as quick fixes, collected in an English and Arabic playbook. It ran through sponsorship of prime-time shows on Pan-Arab and Pan-Asian TV, outdoor, influencers, cooking partnerships and promotions.
Case study source: Campaign Middle East Source ↗
