Saudi Arabia is a country of chnage for women. The first women to go to a football match and to drive. We wanted to add to this empowering narrative that they can be creative when they cook and have fun expressing themseleves, in a low budget high impact campaign. For the first time ever, we diched all traditional channels and talked to young women directly, only through social media.

For a busy and open-minded generation, we made over fort fried recipes that were creative, international and simple to make. Every recipe had a creative story that explored the origins of foods, cities around the world and different cultures.

We shared them through influencers we knew our young women would relate to, such as Noha Nabil, Manal Alalem, Chef Binkasem and Noral Alali. Then we encouraged our fans to engage with us by sharing photos of the dishes they created using a Wheel Challenge on Instagram, which got over 5,000 entries. We also created a 'Fan of the Month' award every month to celebrate and reward our fans.