Majid Al Futtaim‘s SAVA has recently released AI-generated films as it continues to build brand awareness and consideration as the first Emirati-owned value supermarket with 13 stores now open across the Emirates and more openings on the way this year.
The campaign films feature 3 characters that form the SAVA Squad: Baguette who steps into the ring for a wrestling showdown; Broccoli goes head-to-head in a weightlifting face-off; and Milk crosses swords in a fencing duel.
The brand took a digital-first approach for this campaign, with the films airing on Instagram and TikTok.
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Irem Birlik, Marketing Manager for SAVA, part of Majid Al Futtaim, said, “SAVA is built on the premise of Simple Unbeatable Value. This intends to communicate how the brand offers the best quality at the best price as it understands that consumers are looking to save money without compromising on quality.”
She added, “SAVA stocks a wide range of private label products sourced from both Europe and the Middle East, including fresh fruit and vegetables and its own bakery.”
To reinforce SAVA’s positioning, the brand campaigns see each character going head-to-head in duels with their generic category rivals, with each contest ending with a Sava victory.
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The campaign films were fully developed in-house by the Creative Team within MAF’s Customer Solutions division, which also runs the brand’s SHARE loyalty programme, marking an effective partnership between two internal MAF teams.
Birlik said, “This is the first time we have created films for a MAF Retail brand using cutting edge AI tools to bring our products to life. We are funny, witty, and friendly — and that is not just a tone, it is who we are. SAVA offers a shelf that mirrors the diversity of the communities we serve every day. So our product range reflects the same spirit of inclusivity: from European quality brands to local UAE flavors and Asian tastes.”
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The first digital wave is running until mid-July, but the characters in the film are meant to live far beyond the campaign.
Birlik explained, “They are a long-term communication platform — one that will grow with the brand, carve out a distinctive space in the market, and build the kind of brand recognition that is not just seen, but remembered.”
The key metrics for this campaign are to increase brand awareness and consideration.
“We have already built strong awareness for the brand in the 8 months since launch and now we are seeking to broaden our awareness across the UAE through engaging and entertaining product-based characters,” Birlik concluded.
CREDITS:
Client: SAVA by Majid Al Futtaim
Creative output: In-house teams
Duncan Elliott (MAF Retail Marketing VP)
Irem Birlik (MAF SAVA Marketing Manager)
Andre Matarazzo (MAF SHARE Director of Marketing)
Waqas Paracha (MAF SHARE Customer Marketing Lead)
Aleksander Lewin (MAF SHARE Senior Manager)
Eduardo Gill (MAF SHARE Senior Manager)
