After acquiring HADCO, Almarai sought to rebrand and reposition its poultry segment under the ALYOUM brand. The goal was to transform ALYOUM into a market leader by leveraging the established trust of Almarai’s parent brand, while differentiating its value proposition in a highly competitive market.
Situation
HADCO's market share was limited, and the poultry category was highly fragmented. Almarai identified an opportunity to expand its footprint in the poultry industry, focusing on brand trust, product quality, and supply chain efficiency.
Approach
We implemented a comprehensive rebranding strategy, integrating ALYOUM’s identity into Almarai’s core values of quality and reliability. This included a nationwide marketing campaign, product packaging redesign, retail distribution expansion, and targeted digital communication emphasizing the brand’s commitment to fresh, locally-sourced poultry.
Legacy
ALYOUM rapidly ascended to become a leading player in Saudi Arabia's poultry market. Within two years, market share increased by 48%, while brand awareness and preference among target consumers improved by 70%. The campaign drove a significant uplift in both revenue and customer loyalty, establishing ALYOUM as a trusted household brand.