On March 10th, we kicked off this special campaign, which runs until the end of Ramadan. For just 1 Saudi Riyal, people can enjoy the crispiest fries with a delightful mix of Hellmann’s sauces, knowing that every Riyal spent goes directly to charity. This initiative, in collaboration with Al Bir Charity, aims to support those in need during this holy month.
In addition to this out-store initiative, we've also conducted in-store activations across cities in Saudi Arabia. This includes 80 branded displays and 15 gondolas at 95 stores, further extending our reach and impact.
During the month of Ramadan, people's social life typically starts at night after they break their fast at sunset. It is a common activity in Saudi Arabia for people to enjoy street food, with French fries being one of the most popular choices. This cultural context adds a special significance to our initiative, as we aim to bring joy and support to the community during this holy month using our brands.