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posted on Oct. 17, 2025 at 9:26 pmOct 20, 2025

Almarai, Shahid, MMS redefine brand storytelling with smart content integration

posted on Oct. 17, 2025 at 9:26 pmOct 20, 2025

From a bespoke cooking show on Shahid to its seamless placement inside a hit drama, the campaign sets a new benchmark for creative and authentic brand integration.

Almarai

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 traditio

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Tags:Advertising almarai Brand Integration Campaign content content integration drama Made in Saudi Films marketing MBC Group MBC Media Solutions MBC Media Solutions (MMS)MMS Nabil Sleiman omnichannel premium food Shahid Shahid Original Starcom Starcom Middle East storytelling Taste of Saudi The Fullstop Webedia Arabia

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.