posted on Jul. 03, 2024 at 2:26 pm

Arby’s KSA cooks up authenticity in first anniversary campaign

posted on Jul. 03, 2024 at 2:26 pm

The campaign was a collaborative effort with Saudi agency, Kijamii.

A still from the “Ala Osoluh” campaign

Arby’s Saudi Arabia has launched a celebratory campaign titled ‘Ala Osoluh’ which loosely translates to ‘The Authentic’.

The campaign includes a signature song by rapper Bandar Yahya, who’s the voice of the brand’s first anthem in Saudi Arabia. This was distributed along with nationwide in-store activations.

Kijamii, an independent advertising agency in the MENA region, was behind the campaign’s creation.

“Kijami has been an exceptional partner from the very beginning,” said Abdulrahman Rashwan, Arby’s Regional Marketing Manager.

The agency was also behin

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Tags:Anniversary Arby's Campaign Kijamii KSA SaudiFocus

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.