As Ramadan approaches, Almarai is once again bringing back its flagship platform, “Appreciate the Blessings,” with a campaign that opts for simplicity over spectacle.
For its 2026 launch, the brand has taken a different creative direction from the lavish, slow-motion Iftar spreads that typically dominate Ramadan advertising. Instead of overflowing tables and indulgent feasts, Almarai is telling a more restrained story centered on a simple family meal, brought to life through animation.
The decision is intended to be both symbolic and practical. By using animation, the production avoided what the company described as the excess food typically required and wasted for elaborate commercial shoots, aligning the process itself with the campaign’s anti-waste message. More importantly, the creative approach allowed the company to focus on narrative rather than product display, without showcasing a large spread of products.
The strategic focus this year is on the next generation. In a country where 35 percent of the population is under 14, Almarai says lasting change starts early, and that children’s habits often influence household behavior.
The campaign does not lecture or shame families. It speaks directly to kids through storytelling, embedding lessons about gratitude and responsibility into a Ramadan setting.
Almarai collaborated with Webedia to create an animated film that follows a musical, family-friendly narrative that illustrates how easily food can be taken for granted and how small, mindful choices can make a difference. It will be aired on TV and rolled out across social media platforms where children spend their time, the company said, ensuring the message reaches families together.
The message, however, goes beyond the food itself. At its heart, the campaign is also about appreciating the people behind every meal, especially mothers whose time, care, and effort bring Ramadan tables to life day after day, according to Almarai.
For Almarai, this approach reflects a broader, long-term commitment. Ramadan may be the company’s most important sales season, but it is also a time to reflect on the month’s values of gratitude, generosity, and mindfulness. In Saudi Arabia, the spirit of abundance around Iftar can lead to excess, making the issue of food waste particularly relevant during the holy month.
Globally, the UN Environment Programme estimates that 1.5 billion tons of food are wasted each year. In Saudi Arabia, efforts such as Almarai’s “Appreciate the Blessings” initiative form part of wider attempts to address the issue. The Saudi General Food Security Authority reports that the Kingdom’s food loss and waste index fell from 33.1 percent in 2019 to 27.9 percent by the end of 2025, a 16 percent decrease from the baseline.
With its 2026 Ramadan campaign, the company said it is positioning the initiative as an example of how brands can address social issues through understated storytelling rather than large-scale visuals. Sometimes, a simple story — and a simple meal — can carry a powerful message: appreciate the blessings on your table, and the hands that prepared them.
