Almarai: Moshaya family animation

Almarai, a food and beverages brand, collaborated with media production brand Spacetoon to promote its long-life juices via an animation series in Saudi Arabia.

Campaign details

Brand: AlmaraiLead Agency: Spark FoundryRegion: EMEA

Campaign video

Strategy

Objective

The COVID-19 crisis created unprecedented challenges at every level of society. The closure of schools and restrictions on movement for both adults and children meant that many families faced enormous challenges as they tried to navigate new ways of living together with limited avenues of entertainment especially for kids.

Long Life Juice category performance was down to all-time-low (-41% FY '20 vs. FY '19)

  • Due to Dec. '19 introduction of 50% excise tax for beverages with added-sugar formulation
  • And Jul. '20 increase of...

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