Relevance. Not Nostalgia
Abu Bint. A heritage rice brand trusted by Saudi households for generations — modernised for the digital-first generation. CTV-first plan, geo-precision, and creative built for the household decision-maker.
Modernise. Without severing the roots.
Abu Bint is a heritage rice brand trusted by Saudi households for generations. But consumer behaviours had moved, competition had sharpened, and the brand needed to modernise its presence — reconnect with a younger digital-first audience and stay culturally relevant across the Kingdom. The hard part: do it without severing the cultural roots that built the legacy in the first place.
CTV-first. Geo-precise. Female-skewed.
We led with premium, big-screen environments — Shahid and Connected TV — to drive attention and completed views in a lean-back setting. We allocated weight across Riyadh, Jeddah, Khamis Mushait and other key consumption regions — reducing overlap and reaching untapped audiences. And we built creative for the household decision-maker — 20s and 40s video assets with a female-skewed targeting strategy, optimised for completion. CTV's premium environment, geo-precision, and creative built for the people actually buying the rice.
All KPIs beat. Relevance, not nostalgia — how heritage brands keep growing.
