Saudi Arabia’s Foodics, a cloud-based restaurant management tech and payments platform, in collaboration with creative agency Foodies Block has revealed details about its latest digital and social media campaign in conversation with Campaign Middle East.
The campaign, which began with a teaser on social media, under the concept “Remember when…?” that referenced outdated restaurant operations from 10 years ago. It raised nostalgic questions such as: “Remember when paper was used to take orders?”; “remember waiting in long lines just to place an order?”; “remember paying in cash and struggling to find spare change?”
After the teaser, Foodics released its brand video, followed by product-focused short videos.
Saudi influencers supported the campaign by sharing content on their channels, and further engagement was driven through CRM channels such as WhatsApp, email, SMS, as well as through digital ads and paid social media.
@ahmed.jar ١٠ سنوات من الابداع في مجال المطاعم 🫡 #فودكس_10_سنوات # @Foodics ♬ original sound – Ahmed Aljar
The goal was to re-position Foodics as a leader in Saudi Arabia’s F&B sector, emphasising the company’s role in driving digital transformation within the region over the past 10 years. Foodics shared with Campaign Middle East in a statement.
The campaign also aimed to reaffirm our commitment to innovation and support for clients, investors, and partners. Additionally, it sought to celebrate the 10-year journey with all stakeholders, including end-users – the customers of our clients – as the digital change has had a direct impact on them too, according to the official statement.
The campaign was rolled out at the start of January 2025, and will continue until mid February.
The campaign focused on simple, relatable storytelling that would resonate with a wide audience. It highlighted various scenarios where tech advancements have transformed the dining experience in Saudi Arabia, showcasing how clients have adopted smart solutions to streamline their businesses,
Additionally, collaborating with influencers positively impacted the campaign, boosting overall engagement and creating a light, approachable tone for the brand.
The campaign is being tracked and measured across social media platforms for positive engagement, overall mentions, and increase in the number of DMs and follows. It is also being measured in terms of website and organic traffic, spike in call centre phone calls, as well as leads generated during the campaign duration.
The ongoing campaign has garnered more 3.2 million impressions within the first week on social media, and through influencer engagement. This figure excludes the performance of paid ads.
