Almarai Wins Two Awards at Athar – Saudi Festival of Creativity 2025 for Best Video Storytelling and Best Empowerment Campaign

Almarai received two awards at Athar – Saudi Festival of Creativity 2025. The company’s “Mama Sarah & Sarah” campaign earned the Silver award in the Best Video Storytelling Campaign category, while “The Milk Motto” won Bronze in the Best Empowerment Campaign category. The honors were presented at a ceremony held at Four Seasons Riyadh in the presence of leading agencies, brands, and industry pioneers. This achievement highlights the strength of Almarai’s Corporate Communications and Marketing teams in creating insight-driven campaigns that resonate with Saudi families and translate creativity into measurable daily practices .

“Mama Sarah & Sarah” is a content series that brings the authenticity of Saudi cuisine to life through the story of a grandmother and granddaughter who connect over recipes and shared values. Its fourth season garnered more than 38 million views across YouTube, Shahid, and social media platforms. Engagement rates exceeded 8%, while a post-campaign brand lift study showed an increase of 12-point increase in brand love and 9-point rise in purchase intent among exposed audiences. The campaign strengthened consumer trust and reinforced preference for Alyoum, Almarai’s fresh poultry brand.

Built on a simple yet powerful cultural insight, “The Milk Motto” addressed the absence of a widely-used proverb reminding families of the importance of fresh milk for children. As a market leader, Almarai introduced a modern equivalent that encourages families to make this a daily dietary choice at home and school. The campaign drove an increase of more than 10 million liters in fresh milk sales and a 6.5-point rise in market share in Saudi Arabia. Total consumer awareness reached 100% for the first time, while top-of-mind awareness increased by 7 points and overall brand strength by 10 points. The campaign’s song ranked number one on Anghami for six consecutive weeks and generated more than 10 million views and over 400 million impressions across social media.

“We are proud of these awards, which recognize the collective efforts of our teams who worked seamlessly from planning through execution and impact measurement. The ‘Mama Sarah & Sarah’ and ‘The Milk Motto’ campaigns reflect Almarai’s approach to responsible communications, focused on simplifying these meaningful ideas and providing practical tools that families can apply at home and at school. We will continue to invest in initiatives that inspire and empower families, in line with the goals of Saudi Vision 2030 to build a vibrant society, a thriving economy, and an ambitious nation,” said Mr. Faisal Alfahadi, Executive Vice President – Corporate Affairs & Communicationsat Almarai.

This Athar Awards recognition adds to Almarai’s growing record of award-winning campaigns. At the Effie MENA Awards 2024, “The Milk Motto” campaign received a Silver award in the Families & Children category and a Bronze award in the Beverages category. Recognition from specialized awards with independent judging criteria demonstrates the consistent impact of Almarai’s campaigns and how that impact translates into measurable outcomes such as sales growth, market share gains, and higher levels of awareness and top-of-mind brand recognition.

Almarai continues to develop awareness programs that promote healthy nutrition to families in simple and accessible ways. This latest achievement builds on the company’s ongoing efforts to combine creativity with responsibility and to strengthen health and nutrition awareness among families. In parallel, Almarai remains committed to maintaining a rigorous quality assurance system across all stages of production and distribution, ensuring that its consumer products and communications deliver on the same promise of trust, quality and care while amplifying the impact of its community-focused initiatives.