Almarai launched ice cream with zero media spend — buzz sold six months' stock in two

Almarai, the most trusted FMCG brand in the Middle East, had long been asked for ice cream. When it entered the category in March 2024, the launch faced a crowded Saudi market full of established global and local players — and the conventional move would have been a heavy paid-media push.

Instead, Almarai and Webedia Arabia ran a 'zero budget campaign': no paid media, no paid creative. The focus was digitally active Saudi consumers, particularly millennials and Gen Z, who influence trends and share discoveries on Twitter, Instagram and TikTok. The products — consumer-tested formats like Mini Bites and Double Sandwich — were put where those audiences could discover, try and share them, turning every taste into an organic endorsement.

The response was unprecedented: over 109,600 organic conversations, 59.9 million reach, 289,700 likes, and $5.39 million in earned media value — all with $0 spent on creative or media. The campaign kept 95% positive sentiment and achieved 100% organic reach, proving that consumer-driven PR could outperform a paid launch.

Demand ran ahead of supply: six months' worth of stock sold out in two months, and Almarai's own annual report confirmed sales volumes 'significantly ahead of expectations'. At the Effie MENA 2025, 'The Zero Budget Campaign' won Gold for New Product or Service Introduction and Bronze for Social Media — effectiveness judges rating an entirely earned launch.