News - Media
Shahid & MMS Push Boundaries of Content Integration with Almarai’s New Brand Play
by Gaya Salam
October 16, 2025
.jpg)
AdvertisementIn a bold move that blurs the line between content and commerce, dairy giant Almarai, streaming platform Shahid and media solutions MBC Media Solutions (MMS) have unveiled a multi-layered brand integration strategy—— evolving for the first time ever from simple product placement to the integration of an entire show within a Shahid Original drama, this initiative redefines how storytelling and advertising intersect in the region. ´
.jpg)
At its core is “Taste of Saudi”, a Shahid Original show hosted by celebrated chef Hisham Baeshen, taking viewers on a culinary journey across the Kingdom’s diverse regions. Each episode explores local flavors and traditions while naturally incorporating Almarai’s food products as part of the story rather than the script, hence blurring the lines between entertainment and advertising, and creating a layered brand presence that is both authentic and central to the narrative.
But the innovation didn’t stop there. The campaign extended beyond the kitchen and into the realm of fiction, as scenes from the Shahid Original drama “Karate” featured characters cooking with Almarai products while watching “Taste of Saudi”, onscreen — creating a rare, self-referential crossover that made the brand part of the entertainment itself.
The integration marks a regional first: a show within a show, designed for the narrative value of this branded content more than its spinsorship visibility.
For MMS, it’s a signal of where advertising is heading — into content that audiences choose to engage with, not skip.
The partnership leveraged the full MBC ecosystem, amplifying the show through TV, Shahid, radio, digital, and OOH, while a dedicated segment on ”Sabah Al Kheir Ya Arab” on MBC1 spotlights both the culinary series and its cross-content innovation.
With this collaboration, MMS and Shahid are setting a template for a new kind of brand storytelling — one where authenticity, cultural context and entertainment merge.
For brands in Saudi Arabia’s fast-evolving media landscape, this signals a future where integration isn’t solely about screen time, but about becoming part of the story itself.
