Soundtrack Your Iftar.
For Ramadan 2024, Nutella and the Saudi singer Asayel released five songs on Anghami whose lyrics are the recipes for Ramadan desserts made with Nutella, from walnut maamoul to qatayef.
- Brand
- Nutella
- Agency
- Carat MENA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
Every brand was fighting for a place at the iftar table, and Nutella's competition, its SMARTIES case film says, came not only from rival brands but from economic pressures that pushed many people to cheaper, local alternatives.
The idea
With Anghami, which the case film calls the region's leading music platform, Nutella and Carat MENA turned recipes into songs. The Saudi artist Asayel sang five tracks whose lyrics carry the ingredients and steps of a Ramadan dessert made with Nutella: Walnut Maamoul, Basbousa, Konafa, Kleicha and Qatayef. In the case film's words, 'With just a tap, mothers could reveal ingredients and follow along'. Ramadan-pack Nutella jars and social posts supported the songs.
Results
- 622,000 plays and 9,800 followers on Nutella's Anghami page, as shown in the SMARTIES case film
- Walnut Maamoul had 152,000 plays, Kleicha 145,000, Konafa 144,000 and Basbousa 103,000, by the same film
Case study source: MMA SMARTIES KSA Source ↗
Awards
- MMA Smarties KSA 2025KSA - Creator / Influencer / Celebrity MarketingGold
Credits
- Music platform partner
- Anghami
- Artist
- Asayel
