Saudi dairy brand AlSafi has launched its latest campaign “TaMoo Tabee3y,” a bold and playful initiative designed to engage Generation Z through humor, authentic experiences, and the unique taste of its dairy products. The campaign introduces the tagline “TaMoo Tabee3y,” emphasizing superior taste, natural ingredients, and a fun, youthful brand identity.
For the campaign, AlSafi differentiates itself by leveraging creative storytelling, TikTok trends, and pop culture references to make dairy exciting and relevant. The campaign creates deep engagement with Saudi youth through a variety of interactive elements. Additionally, AlSafi has introduced the TaMoo Tabee3y video series, a collection of humorous clips showcasing spontaneous and exaggerated reactions to the rich and natural taste of its products, aligning with Gen Z’s love for memes and viral content
To further amplify its reach, the campaign includes partnerships with digital influencers and lifestyle content creators, with more than 60 influencers participating across social media. AlSafi has also partnered with X, Facebook, Snapchat and YouTube platforms to further promote the campaign. In addition, the company has collaborated with Shahid, integrating its products in scenes from the series “Autumn of the Heart,” which began airing on Feb. 9, strengthening the brand’s presence in a seamless and engaging way.
“AlSafi has always been dedicated to delivering the best-tasting dairy products, and with ‘Moo Tabee3y,’ we’re embracing a fresh and modern approach to connect with Gen Z in a way that feels real and entertaining,” said Tamer Elrafie, vice president, CMO for AlSafi-Danone.
In addition to digital activities, AlSafi is hosting live popup events at major venues across Riyadh, Jeddah and Dammam, such as at the Boulevard World, gyms and universities, where consumers can enjoy interactive experiences and exclusive product samplings. Additionally, the campaign integrates modern Saudi culinary trends by collaborating with local chefs to develop traditional recipes with a contemporary twist using AlSafi products. This initiative not only celebrates the brand’s commitment to quality but also aligns with Saudi Arabia’s evolving food culture.
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