Derived from brand values, our strategy was to re-introduce the HR department in a more approachable way to nurture the sense of belonging and pride and drive people to speak one language of unity, understanding and acceptance, resulting in a better work environment for all. Thus, we introduced “WE” @ Almarai, a totally new brand with a mission of activating the brand values across different communication pillars:
"The real people behind all the hard work, together as one". We released a film showcasing the true essence of the brand values and how it is translated and affecting everyone. The film script also came as a message of appreciation for every individual efforts towards the growth of the brand.
Collaborating with Flying Camel production house, with over 3 days of filming, the video showcased real people in action across Almarai farms, offices and depots within the kingdom of Saudi Arabia, coming all together as one.
Internal branding followed the video as a reminder of the values along with aspiring messages that touches everyone within different departments.
Stats: 30%: Increase utilization in sports facilities. 400%: Increase in beneficiaries from Almarai discounts program. 2%: the decrease in medical vacation.