Challenge

As Ramadan drew near, rising economic pressures influenced family choices, with affordability becoming a
key factor. Nutella's challenge was to stand out amidst numerous recipe ideas and local alternatives while addressing these concerns. The strategy focused on reconnecting with Saudi mothers, emphasizing the joy and tradition Nutella brings to their Ramadan celebrations, and encouraging them to make it a part of their festive season.

Approach

To overcome this challenge, we transformed the cooking experience into something emotionally resonant by
making Nutella the "soundtrack" to Ramadan. Partnering with Anghami and Saudi artist Asayel, we created 5 "How To" recipe songs where lyrics revealed the ingredients. This turned the routine task of preparing Iftar into a joyful experience. By embedding Nutella into the rhythm of Ramadan through music, we strengthened the brand's connection with its audience and helped retain its customer base during economic pressures.

Topline Results

• Reached 6.6 million people
• Drove 7.6 million video views
• Generated 18.4 million impressions
• Achieved +13% uplift in purchase intent
• Became 1# Anghami’s most listened-to song during Ramadan in Saudi Arabia and top 3# in Oman