Saudi dairy brand AlSafi has launched its latest campaign, “TaMoo Tabee3y,” to engage Generation Z with humor, social media trends, and influencer collaborations. The campaign emphasizes superior taste, natural ingredients, and a fun brand identity, using TikTok, digital partnerships, and live events in major Saudi cities.
AlSafi, a leading dairy brand in Saudi Arabia, has launched its latest campaign, “TaMoo Tabee3y,” designed to engage Generation Z through humor, pop culture, and interactive experiences. The campaign, which translates to “Naturally Moo,” focuses on superior taste, natural ingredients, and a vibrant, youthful brand identity.
To differentiate itself in the competitive dairy market, AlSafi is leveraging creative storytelling and social media trends, particularly on TikTok, to make dairy products exciting and relevant to younger audiences. The campaign features the TaMoo Tabee3y video series, showcasing humorous and exaggerated reactions to the rich and natural taste of AlSafi products, aligning with Gen Z’s preference for memes and viral content.
Expanding its digital presence, AlSafi has partnered with over 60 influencers across platforms such as X, Facebook, Snapchat, and YouTube to promote the campaign. Additionally, the company has collaborated with Shahid, integrating its products into scenes from the popular series Autumn of the Heart, which began airing on February 9, 2025. This seamless integration enhances brand visibility in an engaging and natural way.
As a brand, we are committed to delivering the best-tasting dairy products, and with ‘Moo Tabee3y,’ we are taking a fresh, modern approach to connect with Gen Z in a fun and authentic way.”
Tamer Elrafie, Vice President and CMO of AlSafi-Danone.
Beyond digital campaigns, AlSafi is hosting live popup events at major venues in Riyadh, Jeddah, and Dammam, including Boulevard World, gyms, and universities. These events offer interactive experiences and exclusive product samplings, allowing consumers to engage with the brand directly. Additionally, AlSafi has collaborated with local chefs to incorporate its dairy products into modernized traditional recipes, reflecting the evolving food culture in Saudi Arabia.
With this campaign, AlSafi reinforces its commitment to innovation, quality, and youth engagement, ensuring its products remain a staple in the daily lives of Saudi consumers.
