Al Ain Farms has revealed the strategy and rollout of its UAE National Day brand collaboration with renowned Emirati artist Mariaam Al Obeidli and integrated marketing and communications agency Garage366 to design a limited-edition bottle that captures the spirit of the UAE’s heritage, openness and innovation.
The collaboration aims to be a bold statement in brand storytelling, showcasing how partnerships with local artists can drive deeper consumer engagement and set brands apart in a competitive market.
The campaign not only paid tribute to the UAE’s rich cultural identity, but also reinforced Al Ain Farms’ commitment to supporting local talent and the values of unity and diversity.
Speaking to Campaign Middle East, Milana Boskovic, Director – Marketing and R&D, Al Ain Farms Group, said, “Our vision is to nourish the nation, not just through the products we provide, but by uplifting the talents and stories that define our collective future. As second year in row of supporting emerging local talents, we have looked at numerous artists and Mariaam AlObeidli really stood out with her work and creation as truly emboding the spirit of today’s UAE.”
Boskovic added, “She bridges worlds as a cybersecurity professional and a self-taught artist showing how innovation and heritage go hand in hand. Mariaam even holds a UAE tourist guide license, which reflects her deep commitment to sharing Emirati heritage in an accessible way. We chose Mariaam because she reflects the modern Emirati voice with virtues we share: proud of our roots, open to the world, and deeply connected to community.”
View this post on Instagram
The collaboration was supported by a fully integrated campaign across multiple channels. Beyond social media and LinkedIn, the campaign also had extensive outdoor visibility in Dubai and Abu Dhabi, including megacoms, bus branding, lampposts, LED screens in Galleria Mall, as well as a LED bridge banner on Sheikh Zayed Road.
In addition, the campaign also activated across in-store and in-mall takeovers across major hypermarkets and malls in both cities.
Al Ain Farms also launched a full digital campaign across Meta, TikTok, Snapchat, YouTube and programmatic platforms, as well as direct outreach via SMS and WhatsApp. The multi-layered approach ensured the brand’s message reached consumers wherever they are.
Sharing the strategic thought behind the collaboration, Boskovic added, “Our commitment has always been to nourish, from the tables of UAE families to the creativity of our young generation. For us, celebrating National Day is about more than a marketing; it’s about creating inspiring moments that are truly felt in every home and a sense of pride every person in UAE feels.”
She added, “By working with Mariaam, we set out to support emerging Emirati talent and ensure our products tell a story of pride, unity, and heritage with a modern twist on it. Our objectives are clear: inspire national pride, foster a sense of community, and reinforce Al Ain Farms as a brand that stands steadfast beside all our people and their aspirations. This collaboration is a living example of how we blend tradition with progress to create meaningful impact, encouraging young talent to be a part of larger national initiatives.”
View this post on Instagram
When asked what motivated her to accept the brand collaboration with Al Ain Farms, local artist Mariaam al Obeidli said, “When I think of Al Ain Farms, I always remember our Ramadan gatherings. Our iftar table was never complete without laban and dates, and of course, the laban was always from Al Ain Farms. So, when they approached me about this collaboration, it felt deeply personal. And when they said, “Mariaam, what do you think we can create”, that gave me comfort.”
Obeidli added, “Anyone who gives me creative freedom and trusts my vision to present Emirati culture in a meaningful way, I’ll work with without hesitation. For me, it’s not just about design; it’s about sharing our traditions and identity in everyday moments. And honestly, seeing a company like Al Ain Farms not just support Emirati artists, but use this platform to celebrate our culture, our history, and our diversity, that feels like a true celebration of our nation.”
Al Ain Farms will focus on clear, measurable KPIs to evaluate the effectiveness of our campaign. For digital, the brand is tracking impressions, click-through rates and view-through rates to assess reach and engagement.
Boskovic said, “Of equal importance is real-world impact, so we closely monitor offtake at shelf to understand how the collaboration drives actual consumer demand. These metrics together give us a comprehensive view of both awareness and business results.”
She concluded, “Last but not least, is the great feedback from our customers – smiles on their face when they purchased the product and get to enjoy a piece of true art in their daily meals.”
CREDITS:
Client: Al Ain Farms
Local artist: Mariaam al Obeidli
Integrated marketing agency: Garage 366
