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"We" Launch campaign
Almarai
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Derived from brand values, our strategy was to re-introduce the HR department in a more approachable way to nurture the sense of belonging and pride and drive people to speak one language of unity, understanding and acceptance, resulting in a better work environment for all. Thus, we introduced “WE” @ Almarai, a totally new brand with a mission of activating the brand values across different communication pillars:
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"The real people behind all the hard work, together as one". We released a film showcasing the true essence of the brand values and how it is translated and affecting everyone. The film script also came as a message of appreciation for every individual efforts towards the growth of the brand.
Collaborating with Flying Camel production house, with over 3 days of filming, the video showcased real people in action across Almarai farms, offices and depots within the kingdom of Saudi Arabia, coming all together as one.
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Internal branding followed the video as a reminder of the values along with aspiring messages that touches everyone within different departments.
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Stats: 30%: Increase utilization in sports facilities. 400%: Increase in beneficiaries from Almarai discounts program. 2%: the decrease in medical vacation.
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