Vimto, a fruit drink popularly enjoyed in the Middle East during Ramadan mealtimes, has collaborated with Warner Bros. Discovery’s Fatafeat channel to introduce its new flavour: Vimto Rose. The brand has embedded its products within Fatafeat’s Ramadan programming, specifically Kitchen Tales, to reach audiences in a context that feels authentic and culturally grounded.
For Ramadan, the channel shifts from traditional stand-alone content to emotionally resonant and culturally relevant programming. The media ecosystem delivers content across short-form social and other digital touchpoints.
Furthermore, Fatafeat’s platform seamlessly weaves brands into its content, integrating products as practical solutions or lifestyle enablers that make hosting easier.
“Partnerships are built around real moments of generosity and togetherness, ensuring the brand supports the story,” says Layla Tamim, Director of Ad Sales MENA and Digital CEEMENAT at Warner Bros. Discovery.
“By grounding everything in regional culture, brands show up with relevance and authenticity, which is what truly differentiates them during Ramadan,” says Tamim.
Vimto has launched its new Vimto Rose flavour on the platform to align the brand with family gatherings and shared moments of togetherness.
“With the introduction of Vimto Rose, it was essential to launch this innovation within a context that feels authentic and culturally grounded,” says Maha Amin, Marketing Manager at Vimto.
“Fatafeat sits at the heart of Ramadan kitchens across the Middle East, making it a natural partner to showcase how Vimto Rose can elevate traditional and modern recipes, mocktails, and desserts during the Holy Month,” Amin adds.
She explains that the collaboration allows Vimto to anchor its new flavour innovation within real Ramadan moments, reinforcing Vimto’s presence not just on shelf, but meaningfully at the Ramadan table.
Elevating Vimto’s brand awareness authentically
The collaboration allows Vimto to show up in high-attention, high-relevance moments rather than traditional interruption-based advertising. By integrating Vimto Rose naturally into food content that viewers actively choose to watch during Ramadan, the brand benefits from repeated exposure in emotionally charged, meaningful contexts.
“This strengthens Vimto’s mental availability during key consumption occasions and reinforces its association with Ramadan creativity, hospitality, and togetherness across diverse audiences in the region,” says Amin.
According to Tamim, the content strategy works because grounding campaigns in regional culture allows brands to show up with relevance and authenticity. Kitchen Tales also allows Vimto to be present in naturally food-led settings, mirroring shared meals and hosting traditions, in ways that don’t feel intrusive.
“Instead of telling consumers about the product, the format shows how Vimto Rose fits seamlessly into real-life usage moments,” says Amin. “This approach builds authenticity by allowing the product to earn its place through relevance and usefulness rather than overt messaging.”
Finally, the collaboration enhances credibility, as the positioning is culturally in-tune and reinforces trust by aligning with how families naturally experience and enjoy the brand during Ramadan.
Echoing this, Tamim advises that on Kitchen Tales, “Collaborations are most effective when brands amplify the chef’s story rather than interrupt it.”
“We advocate for co-creation instead of simple endorsement, giving chefs the creative freedom to develop recipes or experiences where the brand fits naturally within the cooking process,” she says.
This allows for brand integration to feel organic, rather than staged. When the chef’s credibility leads and the storytelling is purpose-driven, “audiences transfer that trust to the brand effortlessly,” Tamim explains.
Tracking success
As Fatafeat shifts its content for Ramadan to emotionally resonant and culturally relevant programming, Vimto will evaluate the success of its participation in this shifted content strategy through a balanced scorecard of commercial performance and brand health indicators.
“Hard metrics include reach, frequency, video views, engagement rates, and sales performance during the Ramadan period, particularly for Vimto Rose,” said Amin. “Soft metrics will primarily focus on brand perception, mental availability, and Vimto’s association with key brand imagery statements.”
Ultimately, Amin explains that the collaboratin’s success is defined not only by how widely the content is seen, but by how effectively it strengthens Vimto’s cultural relevance and emotional equity during its most important season.
