Al Asala
Internal communication campaign – وتستمر المسيرة
About Al Rifai
Founded in 1948, Al Rifai is the premier source for coffee, nuts, and sweets in Saudi Arabia. Renowned for its blend of traditional Middle Eastern recipes and modern roasting techniques, Al Rifai sources the finest ingredients globally to ensure top quality in every product. With over seventy five years of expertise, Al Rifai has become a household name, celebrated for its high-quality products, reliable service, and innovative spirit, catering to the growing demand for healthy and nutritious snacks.
Overview
Our Campaign Lock Up. (عيش صيفك مع الرفاعي)
which aims to link Al-Rifai products with people’s summer vacations, whether they are at the beach, wandering through the mountains, or with their family at city parks, Al-Rifai products accompany you wherever you are.
The message conveyed is that summer is complete with Al-Rifai, as all Al-Rifai products must be with them in every summer trip.
What We Did
- We developed a campaign slogan (عيش صيفك مع الرفاعي).
our lock up is designed in a way where it just pulses summer with the doodles referring our Red sea waves, as well as our rocky mountains in Al-Ula. - We tailored a campaign pattern.
Patterns are the essence of every campaign to resonate with the brand making it standout as well as relatable to consumers in its core, while being memorable enough to realize this is Al-Rifai in our tradition and our culture. As it also insures our key message is heard and repeated through the campaign. After our vital research we gathered from our unique heritage shapes that can be made into astonishing patterns. Our unique glass windows. our rocky mountains, our embroidery, our cornish styling, our palm trees, and our flowers.
Campaign Pins
Pins are an essential part of advertising, especially for a product based brand.
But for Al-Rifai Pins are much more than that, each pin symbolizes part of our tradition and heritage, so that the consumer isn’t just carrying a random piece of our brand from the campaign launch.
Its beneficial both ways for the customers as well as the brand they collect and we advertise organically once, customers use pins on bags, shirts, etc…
Our plan for Pins are to be giveaways, with each product brought. Once the customer has collected 10 different Pins from our 14 Pins, he can exchange them with a free product of his choice.
