Mother's Day surprise at Lulu Hypermarket

A filmed stunt for Mother's Day in which Agthia paid the checkout bill of mothers shopping at Lulu Hypermarket and handed each one a personalised package of Agthia products with a thank-you message. The video ran on Agthia's own social channels. It predates this sweep's window but it is the only campaign the Gulf trade press has recorded for the group.

The brief

Mothers in the UAE who juggled work, home and family through a hard pandemic year.

The idea

At Lulu Hypermarket checkouts, Agthia paid mothers' bills and gave each a personalised package of its products with a thank-you note, filmed for its social channels.

What to borrow

A small, unexpected gesture at an ordinary moment gives a food group a story worth filming and sharing.