Groupe BEL – a major player in the cheese, fruit and plant-based snacking segment known for recognised brands such as The Laughing Cow, Babybel, Kiri, Boursin and Pom’Potes, among others – has released its ‘Kiri Ramadan 2026’ campaign in partnership with HAVAS Creative.
Intended to elevate Kiri’s perceived premium value within a highly competitive category, the campaign strengthens brand valorisation and credibility, helping Kiri stand out more distinctly during the key Ramadan period by connecting deeply with local chefs and their traditions and cultural values.
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To roll out the campaign, Kiri appointed Chef Sama Jaad as the brand’s ambassador, positioning her as the central host of the campaign. In this role, Jaad welcomed and collaborated with chefs – including Chef Dareen Shaker (KSA), Chef Aya Ali (Iraq), Chef Mirette Aly (Egypt), and Chef Sumaya Obaid (UAE) – from different markets, bringing different recipes and cultural nuances to the same kitchen.
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Each chef is a trusted culinary voice in their respective market and an authentic user of Kiri. Their involvement added strong credibility and cultural relevance, reinforcing trust and Kiri’s perceived value within a competitive category.
This unique culinary partnership was showcased through a digital content series, with each episode featuring Chef Sama Jaad alongside a guest chef, capturing a distinctive Ramadan moment while presenting a locally relevant recipe inspired by modern, everyday home-cooking rituals.
The Kiri Ramadan 2026 campaign was developed by HAVAS Middle East, who led the creative concept and execution in close collaboration with Kiri Arabia. The production was handled by Good Stills, delivering the digital episode series.
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The campaign was executed through a 360-degree, digital-first strategy, extending across multiple touchpoints including social media, digital platforms, out-of-home (OOH) digital screens and in-store activations.
The digital-first approach was chosen to maximise reach and engagement, reflecting where audiences naturally turn for recipe inspiration today.
Digital platforms served as the primary point of discovery, enabling meaningful and culturally relevant connections with home cooks, while the broader media ecosystem amplified the campaign’s impact throughout the Ramadan journey.
The Kiri Ramadan 2026 campaign primarily targeted Arab families seeking fresh and inspiring recipe ideas for Ramadan, with a particular focus on modern home cooks who appreciate a refined, chef-inspired touch.
To build brand valorisation and credibility, Kiri partnered with a curated selection of chefs across the UAE, KSA, Iraq, and Egypt.
Led by Chef Sama Jaad as the brand ambassador and host, the series was anchored by a trusted culinary voice, while the chefs’ collective expertise and authenticity reinforced Kiri’s premium perception and strengthened consumer trust across the region.
The campaign’s success is being measured through a combination of reach, engagement and influencer impact, delivering strong and sustained performance across platforms.
On TikTok, Episode 01 delivered 31.9 million views, with Episode 02 sustaining momentum at 19.4 million views, positioning TikTok as the key platform for mass reach.
Instagram also showcased strong pre-Ramadan momentum, with Episode 01 reaching 9 million views, followed by Episode 02 with 5.3 millioin views, reinforcing strong early interest in the series.
The campaign is also witnessing ongoing engagement across episodes, with Episode 03 going live recently, and continuing to drive incremental visibility, with 143,000 views on Instagram and 2 million views on TikTok (at the time of writing this article), extending the campaign’s presence across the Ramadan journey.
The campaign is running across key regional markets, including Saudi Arabia, Egypt, the UAE and Iraq, and will span during the full Ramadan journey, from pre-Ramadan through to Eid.
CREDITS:
Brand: Kiri Arabia
Client: BEL
Campaign Name: Kiri Ramadan 2026
Creative agency: HAVAS Creative
Production house: Good Stills
