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Selected Work

From Taste into Talk

Tilda’s Ramadan Recipes Went Viral.

Client
Tilda Rice ME
Services
Content Creation & Influencer Marketing
Location
GCC
Year
2024

For over a decade, Tilda Rice ME had a presence on GCC dinner tables—but its content lacked cultural spice. With mostly generic, English-only marketing, the brand felt distant from the region it served. That changed when we teamed up with Fatafeat and Emirati chef Sumaya Obaid to bring a bold new flavor to their storytelling.

Together, we cooked up three 6–7 minute YouTube specials and five snappy social shorts, all subtitled in Arabic and English to ensure wide accessibility. Released during Ramadan and unembargoed for global use, the campaign racked up over 2 million views across Fatafeat’s 3 million+ followers, making Tilda the most talked-about rice brand in the region.

Tilda Rice ME
Tilda Rice ME
The challenges

Tilda’s decade‑long GCC presence had zero homegrown content,leaving Arabic speakers tuning out. Without regional recipes or a local face,Tilda blended into the background—while competitors spiced up their feeds withculturally tailored cooking shows.

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The Solutions

We flipped the script: co‑created Ramadan‑driven recipevideos with Chef Sumaya Obaid on Fatafeat, fully localized and globallyshareable. The content ran on Fatafeat’s 3 million‑followerchannels, delivering both immediate engagement (2 million+views) and an evergreen asset library for Tilda’s ongoingmarketing.

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Tilda Rice ME
Tilda Rice ME
Tilda Rice ME

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