Food Brand Sadia Helps You Ramadan Like a Pro

Sadia, in partnership with ImpactBBDO, has launched 'Ramadan Like a Pro,' a campaign designed to make Ramadan easier and more enjoyable, positioning Sadia as the brand that enhances the entire Ramadan experience.

The campaign centres around a 'Ramadan Playbook,' filled with recipes, tips, and relatable content to help people navigate the month like experts. This playbook is brought to life through videos, an interactive digital version, and various online and offline promotions.

Beatriz Benedetti, BRF Sadia head of marketing and innovation MENA, said, “Ramadan is a sacred time for faith and family gatherings, but it also presents its own set of challenges. With this campaign, Sadia will be the trusted partner throughout this special season, presenting its delicious and easy-to-prepare foods, paired with innovative hacks and mouth-watering recipes, designed to make the Ramadan experience seamless and enjoyable.”

'Ramadan Like a Pro' includes films highlighting the key phases of Ramadan: preparation, starting strong, maintaining energy, and celebrating. The campaign also features a bilingual playbook (English and Arabic), along with social media content and influencer collaborations, ensuring a comprehensive experience. This initiative, supported by OMD, marks Sadia's move towards becoming a leading food experience brand. 

“If you celebrate Ramadan, you know that the mindset of day one is not the same as day 26 of Ramadan,” senior brand manager Yara Hasan commented. “Sadia understands the needs of its consumers, that’s why, for this campaign, we created different content that is insights driven and relevant for each phase of Ramadan. Pre-Ramadan, you are focused on preparation and managing Iftar schedules, while the last week, you start craving that cheese burger – and Sadia is your ally for both” 

This is a 360 campaign starting from sponsorship of prime time shows on Pan Arab and Pan Asian TV, along with OOH, to tailored content on digital platforms – along with influencers and cooking partnerships – all aiming to help consumers 'Ramadan like a pro.'