Taste of Saudi

A cooking show made for MBC Shahid and hosted by Saudi chef Hisham Baeshen, taking a culinary road trip across the Kingdom with Almarai products in the recipes. The show was then written into the Shahid Original drama Karate, where characters cook with Almarai products while watching Taste of Saudi on screen, and promoted across MBC's TV, radio, digital, social and out-of-home inventory plus a segment on MBC1's Sabah Al Kheir Ya Arab.

The brief

Saudi viewers of MBC's Shahid streaming service, reached inside the shows they already watch.

The idea

Almarai backed Taste of Saudi, a Shahid cooking show where chef Hisham Baeshen tours the Kingdom's dishes using its products, then wrote the show into the drama Karate, whose characters cook along to it.

What to borrow

Placing a branded show inside another programme gives product integration a second life with a story around it.

Brand	Almarai
Agency	Webedia Arabia
Talent	Hisham Baeshen
Channels	TV, OTT, digital, social, radio, OOH
Source	Campaign Middle East