First Mills, a Saudi born and bred company, wanted to launch its range of flour products. Players in the market weren't of Saudi origins and Al Oula was the only 100% Saudi product, so MullenLowe MENA played on a popular Arabic proverb, ‘kneaded it and baked it.’ While the proverb could be understood in the context of dough, it is commonly used to indicate one's knowledge and expertise of a specific place or subject.

MullenLowe MENA’s film takes us from one insightful occasion to another, transitioning through cinnamon sticks, cups and other objects commonly found at home to narrate the story and expertise in an entertaining way.