Almarai / Saudi Arabia / 2016Film · Social · PR Stunts
The Best Milk Cannot Be Bought.
In the middle of an online boycott over price rises, Saudi Arabia's biggest dairy brand ran a film telling new mothers that the best milk for their baby is the one it can't sell them: breast milk.
- Brand
- Almarai
- Agency
- Leo Burnett KSA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2016
The challenge
A price increase on Almarai's dairy products set off an online boycott, and the brand needed to turn a hostile conversation around.
The idea
Leo Burnett KSA made an online film about a new mother's emotions and hopes for her baby, carrying the message that the best milk for a baby cannot be bought. Launched in February 2016, it took on breastfeeding, a sensitive subject, as a national public-health message rather than a product ad.
Results
- According to Arabian Marketer, the film was the world's second most-shared video within a week, with nearly 1.3 million shares.
- The same report credits the campaign with over 45 million social views and says Almarai's Facebook page added more than 39,000 fans a day.
Case study source: Arabian Marketer Source ↗
Awards
- Cannes Lions 2016PR Lions – Crisis Communications & Issue ManagementBronze
Credits
- Creative agency
- Leo Burnett KSA
- Head of Corporate Communications, Almarai
- Hussam Abdulqader
- CEO, Publicis Communications ME
- Raja Trad
- Regional Managing Director, Leo Burnett KSA
- Georges Maktabi
