“Made for Moms, Loved by Kids” – Al Areesh stands out with successful Back-to-School Campaign
7 November 2021, United Arab Emirates: Taking its cue from the dilemma many mothers face when preparing school lunch for their children, Al Areesh’s Marketing Team launched a 360° campaign to help moms create meals that are quick to prepare but are tasty and nutritious.
The campaign tapped multi-platforms including collaborating with top UAE retailers across the UAE like Carrefour, Union Coop and Sharjah Coop, with in-store, online as well as billboard activations across the Emirates. It showcased Al Areesh’s new look which reflects the brand’s connection to the region’s heritage and culture.
Using the slogans, “Back To Cool” and “Made For Moms, Loved By Kids,” the campaign also tapped regional social media stars, the husband-and-wife team of Khalid and Salama Al Ameri. Salama created a one-minute video on her Instagram showing how to prepare ‘Shrimp fried rice,’ with Al Areesh Frozen Shrimps and Frozen Vegetables as key ingredients. Online activations also featured downloadable, easy-to-follow recipes for busy moms to try at home.
Al Areesh, the Frozen Food brand of Global Food Industries (GFI), part of the Albatha Group, is committed to delivering quality food and a ‘Taste of Authenticity’ to consumers. Al Areesh is available in all leading supermarkets and outlets in the UAE.
GFI’s frozen and snacking food divisions were established in Sharjah in 1992 and 2010, respectively. GFI produces renowned brands such as Al Areesh, Arctic Gold and Al Ameer frozen food products, as well as Glenda and Amara snacks. On the other hand, IBFI was established in 1993 and produces an extensive range of beverages under the flagship STAR brand.