In a groundbreaking demonstration of how brands can seamlessly live across multiple layers of content, Almarai, in partnership with Shahid and MBC Media Solutions (MMS), has redefined brand integration with a multidimensional strategy — evolving for the first time ever from simple product placement to the integration of an entire show within a Shahid Original drama.
At the heart of the campaign was the launch of ‘Taste of Saudi’, a tailor-made cooking show on Shahid hosted by renowned Saudi chef Hisham Baeshen.
Taking audiences on a culinary road trip across the Kingdom, the show uncovered unique flavors and rediscovered dishes that reflect Saudi Arabia’s rich culture and heritage. Each episode blended storytelling with the art of cooking — bringing tradition to life while showcasing Almarai’s premium food products.
Commenting on the project, Nabil Sleiman, Head of Marketing Communications at Almarai, shared a LinkedIn post, saying, “Creating something of this scale required bringing together an extraordinary coalition of partners that included MBC Media Solutions, Shahid, Webedia Arabia, the fullstop , Made in Saudi Films, and Starcom Middle East. Each entity brought unique expertise, and together, we’ve created something truly special.”
Sleiman added, “This journey was grueling, no doubt about it. Projects of this magnitude test every limit – creative, logistical, and personal. But they also reveal the incredible power of collaboration and shared purpose.”
What made this initiative truly innovative was the way it was carried through into the Shahid Original drama Karate. In one standout scene, characters were shown cooking with Almarai products while watching Taste of Saudi on-screen, engaging with the recipes and interacting with the show in real time.
This seamless crossover positioned Almarai not only as a product featured within the drama but also as a brand with its own content — blurring the lines between entertainment and advertising, and creating a layered brand presence that was both authentic and central to the narrative.
Jad Saab, Digital Growh Lead at MMS, added, “This collaboration with Almarai reflects the future of brand storytelling—where advertising is not an interruption, but an extension of the content experience. By weaving Almarai into both the Taste of Saudi and Karate, we set a new benchmark for multidimensional integrations that enhance the viewing journey while delivering unmatched value for brands.”
The promotion of the show extended across the full MBC ecosystem — spanning TV, Shahid, social media, radio, digital, and out-of-home—ensuring unmatched visibility and reach at every audience touchpoint.
Additionally, a dedicated Almarai segment will go live in MBC1’s highly rated morning show, Sabah Al Kheir Ya Arab. The segment will highlight Taste of Saudi—its richness and importance not just as a cooking show, but as a program that celebrates the diverse Saudi culture, taking viewers on a journey across the Kingdom and showcasing iconic regional dishes.
The segment will also spotlight the unique brand integration achieved in Karate, where the cooking show itself was seamlessly woven into the storyline, exemplifying a bold and creative approach that connects both titles in an authentic and engaging way.
CREDITS:
Brand: Almarai
Media partner: MBC Media Solutions, Shahid,
Agencies: Webedia Arabia, the fullstop , Made in Saudi Films, and Starcom Middle East.
