“It’s not just about culinary skills – it’s also about nurturing family connections,” said Edy Saaiby, Head of Sales at Spacetoon Group during an exclusive interview with Campaign Middle East.
Why are women your main target audience?
Spacetoon, the family content creator, provider, and streamer, is creating a new experience for Arab mothers and daughters with its first-ever cooking TV programme, “One Thousand and One Recipe” (ألف طبخة وطبخة).
Launching in January on Spacetoon TV and Spacetoon Mum’s YouTube channel, the programme blends culture, cooking, and entertainment, bringing mothers and their daughters closer through the joy of cooking.
Based on a study we conducted, we noticed that the girls who used to watch Spacetoon 25 years ago are now mums, and they still watch the channel with their kids since they trust the fact that Spacetoon has a safe content environment.
This is why we launched the mums’ segment, and one of the shows is the cooking programme where we teamed up with Sama Jad, the first Saudi chef ever to win Top Chef Arabia, and Talya Ali, a social media influencer, to create a programme of this kind that strengthens the mother-daughter relationship.
Through their entertaining storytelling, Sama and Talya introduce a new recipe and explain its significance and history in each episode.
Why did you decide to launch this show?
We wanted to champion all those girls who were raised watching Spacetoon TV and are now mothers – we wanted to reward them and give them a special treat they can share with their daughters.
“One Thousand and One Recipe” (ألف طبخة وطبخة) also spearheads Spacetoon’s recent expansion into the motherhood domain.
It builds on the success of Spacetoon Mum, a newly launched digital platform that offers carefully curated content to support Arab mothers in their motherhood journeys.
Who are the advertisers on board with you?
To ensure every dish is a masterpiece, we have partnered with top culinary powerhouses in the MENA region.
KENWOOD, Foster, and Siniora will have their hands on this programme as key sponsors.
Their top-of-the-line appliances and ingredients will elevate the cooking experience, guaranteeing not only mouth-watering results but also a visually stunning programme. Nevertheless, we are still expecting more sponsors.
Starting on 19th January, “One Thousand and One Recipe” will air every Friday at 11:30 AM (KSA time).
What differentiates the show from others?
The concept of the show is to strengthen family bonds. This engaging programme encourages mothers and daughters to connect in the kitchen, share different heritage through cooking, and build lasting memories together.
It’s not just about culinary skills – it’s also about nurturing family connections.
