Power League Gaming (PLG), a full-service gaming and esports agency, has partnered with Sadia and Impact BBDO to introduce Sadia’s ‘Broasted’ product line as the perfect snack for gamers, targeting young players across Saudi Arabia, the UAE and the rest of GCC.
Launching with an engaging digital commercial, the campaign delves into the ‘science of snacking’, highlighting how Sadia Broasted’s attributes aid gaming performance.
This marks Sadia’s first foray into gaming as a core marketing pillar, aligning the brand with a community that values energy, convenience and authentic connections. With its crunchy coating, 100 per cent chicken breast, no artificial colours or flavours and air-fryer readiness, Sadia Broasted is presented as an ideal snack for gamers, designed to fuel gamers through intense game sessions.
Commenting on the partnership, Mathew Pickering, CEO of Power League Gaming, said, “We’re thrilled to partner with Sadia and Impact BBDO to launch an initiative that merges gaming with lifestyle. This collaboration is a powerful step in raising awareness about the importance of balancing nutritious food choices with the excitement of gaming.
To further engage the gaming community, Power League Gaming and Impact BBDO will introduce the Sadia Snacking Cup, featuring a Mobile Legends: Bang Bang esports tournament. This event will bring the region’s top pro teams, alongside 96 amateur teams competing for two coveted wildcard spots.
Beatriz Benedetti, Head of Marketing MENA of Sadia, said, “As a leading food brand, it’s essential for us to engage with the youth, especially in a dynamic market like Saudi Arabia. Sadia Snacking Cup is designed to create genuine connections with gamers, showcasing how our product range enhances their gaming experience, taking it to the next level. We believe that great snacks make great gaming moments.”
Pickering added, “The Sadia Snacking Cup not only brings gamers together but also shows Sadia’s dedication to creating enjoyable, high-quality products that elevate the gaming experience. We’re incredibly proud to be at the forefront of gaming and esports in the MENA region, bringing brands and players together in ways that feel both authentic and exciting.”
The Mobile Legends: Bang Bang esports tournament, produced and managed by Power League Gaming, kicks off with registration now open until 1 December and will culminate in a live broadcast of the finals on 13 and 14 December, when the champions will be crowned.
Hannes de Beer, Executive Creative Director of Impact BBDO Group, said, “By teaming up with PLG and Sadia, we’re bringing gamers the ultimate snack upgrade! Sadia’s Broasted range is crunchy, delicious, and ready to power those grinding sessions and battle royales. It’s the snack that’s as fun and fierce as gaming itself.”
Through this collaboration, Power League Gaming, Sadia and Impact BBDO bring a fresh perspective to the gaming world, highlighting Sadia’s commitment to connecting with youth and embracing gaming culture.
Combining Power League Gaming’s expertise in esports management, creative direction and event production with Impact BBDO’s creative advertising expertise in digital and immersive content, the Sadia Snacking Cup sets the stage for an unforgettable gaming experience and positions Sadia as the ideal snack for the gaming community.
CREDITS:
Client:
Sadia
Creative agency:
Impact BBDO
Event creative direction and event production:
Power League Gaming
