Grow Rainbow RTD milk penetration in KSA by building awareness and affinity amongst local moms. Reach 50% of Saudi moms within 1 month to drive brand consideration and impact purchase.

We developed a campaign that encouraged Saudi mothers to rethink what makes breakfast complete.Conceptualized as a social experiment, the video features three real Saudi families and shows the responses of mothers and her children when they are questioned separately about breakfast habits in their homes, with an unexpected twist. Whilst the mothers spoke about what was on the table from eggs to milk, the children's response was the absence of their mothers. The mothers watched their children from a screen and the answers caused an emotional and heart felt reaction, highlighting that family time is really the most important ingredient during breakfast. With an emotive video content at the heart of the campaign, the core idea was to leverage the mother-child bond and highlight what kids believe is most important part of breakfast. To remind mothers that it’s not just what’s on the breakfast table that matters but who’s around.

Presented as a tribute to the importance of a mother’s love and her role in her child’s life, as part of a Mother’s Day gift from Rainbow Milk, the video content was launched with a 360-degree launch strategy that included editorial placement across pan-Arab media, paid social amplification, and influencer engagement.

The brand partnered with leading pan-Arab media titles and local Saudi influencers such as 3ailati, Sayidaty, Ahlan, Hiamag, Atyab Tabkha, and Mama Soumaya, to launch the campaign and drive engagement.