Gear Seven/Arc Studios/Shift
I Like Music
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

First Mills Travels to the Heart of Saudi Kitchens for Flour Range Launch


MullenLowe MENA film transitions through the kitchen to capture the feel of home baking

First Mills Travels to the Heart of Saudi Kitchens for Flour Range Launch

First Mills, a Saudi born and bred company, wanted to launch its range of flour products. Players in the market weren't of Saudi origins and Al Oula was the only 100% Saudi product, so MullenLowe MENA played on a popular Arabic proverb, ‘kneaded it and baked it.’ While the proverb could be understood in the context of dough, it is commonly used to indicate one's knowledge and expertise of a specific place or subject.

MullenLowe MENA’s film takes us from one insightful occasion to another, transitioning through cinnamon sticks, cups and other objects commonly found at home to narrate the story and expertise in an entertaining way.


Agency / Creative
Production Service
Post Production / VFX
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: People, Dialogue

Categories: Home baking, Food

MullenLowe Dubai, Wed, 06 Apr 2022 09:00:21 GMT