Almarai: The best milk cannot be bought

This case study describes how Almarai, the world's largest vertically integrated dairy company and the pride of Saudi Arabia, changed a negative online conversation to a positive one by using a digital campaign to shed light on a topic that was both relevant to a dairy brand and to a social issue in Saudi Arabia.

Almarai: The best milk cannot be bought

Ahmad Abu Zannad

Campaign details

Brand: AlmaraiBrand owner: AlmaraiLead agency: Leo Burnett KSACountry: United Arab EmiratesIndustry: Dairy products, fats, oilsChannels used: Content marketing, Online video, Public relations, Social mediaMedia budget: Up to 500k

Executive Summary

The challenge was to restore the reputation of Almarai after a boycott campaign was launched online in reaction to an increase in prices on its dairy products. Our objective was to change the negative online conversation to a positive one by shedding light on a...

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