Saudia Cargo aligns global partnerships for growth

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.

LuLu Saudi Hypermarket hosted LuLu Walkathon on Feb. 15 to commemorate Saudi Founding Day. 

The event, held at the picturesque New Corniche in Alkhobar, was a vibrant gathering that not only celebrated a significant national occasion but also emphasized the importance of sustainable development as a cornerstone of the Kingdom’s future. 

The three-kilometer walk took place under the patronage of the Ministry of Sports and Alkhobar Municipality attracted a diverse group of passionate participants, with a focus on promoting health and honoring the rich national heritage. 

With 2025 being designated as the “Year of Handicrafts,” the Walkathon mascot was Saaf—a mat symbolizing the Kingdom's heritage and the vision of promoting handicraft, which became a crowd favorite, offering an engaging photo opportunity.

The walk was officially launched by Tariq Al Qahtani from the Ministry of Sports, who marked the occasion with the ceremonial firing of the racing pistol. 

The flag off not only added energy to the event but also inspired the participants, motivating them to embrace fitness and resilience.

The festivities were further enriched by a captivating Ardah performance, paying tribute to the Kingdom's cultural heritage, and a Sea Show and Sway Pole Dance that added a fun, recreational element to the proceedings. 

The event was made possible through the generous support of key sponsors and partners.

"We are extremely proud to have organized such a significant event, the Lulu Walkathon, on Saudi National Day, which not only promotes fitness and resilience but also reinforces our commitment to sustainable development," said Yusuffali M.A, chairman of Lulu Group.

Prominent sponsors included MasterCard and Nestlé, while PVM (Mentos) served as the refreshment partner. 

The safety and well-being of attendees were assured through the collaboration with the Saudi Red Crescent Authority and RPM.

 The event also enjoyed media coverage, thanks to Radio Mirchi as the Radio Partner and Faden Media and Alyaum as Media Partners. Special mention must also be made of Al Qadsiyah, the esteemed football club, whose participation added excitement to the occasion. 

The LuLu Walkathon 2025 was an excellent platform for LuLu Hypermarket to underscore its commitment to sustainability. 

Participants were provided with comprehensive kits and goodie bags that included T-shirts, caps, wristbands, and water — all courtesy of LuLu Hypermarket. 

The event route, managed by LuLu staff, ensured a seamless experience for all. Attendees were encouraged to share their thoughts on Saudi Handicrafts and their experiences with Saaf on social media using the hashtag #LuLu_Khobar_Walkathon, with the most popular post receiving a special prize.

Alongside the walk, attendees enjoyed an array of food and beverages from dedicated refreshment stalls. The event concluded with an exciting raffle draw, offering a range of prizes, including the Samsung S25 Ultra,  health tracking bands, bicycles, and other unique accessories.

Other prominent names from Lulu Management who attended the event included Shemim Mohammed, director of Lulu KSA; Muhammad Ahmad Abdul Jalil Bubushait, executive manager; Zaid Al Subaie, administration manager; and Moiz Nuruddin- regional director Eastern Province; and Hatim Mustansir, regional director of Central Province.