Centrepoint signs Hatoon Kadi for back to school collection

The new back to school collections by Babyshop, Lifestyle, Shoe Mart and Splash feature popular characters.
Updated 18 September 2016

Centrepoint signs Hatoon Kadi for back to school collection

Saudi comedian Hatoon Kadi has signed on with Centrepoint, claimed as the region’s largest family fashion retailer, for the launch of its back to school collection.
Known for her satirical take on issues surrounding women and families, Hatoon brings her own tone to the everyday problems people face.
The mother of two has signed with Centrepoint to share her own perspective on preparing to send her children back to school, through the use of her sarcastic and witty tone.
Ravi Krishnan, division head at Centrepoint KSA, said: “Our back to school offer is a comprehensive one, and in many ways it provides the ultimate solution for the new school year. The insight we built our campaign on is that the back to school season is a stressful time for parents and kids alike, and the least of those stresses should be having to shop for school supplies."
He added: "Hatoon is the perfect voice for the Centrepoint customer because of her amazingly real tone and how she draws upon life experiences. When we approached her for this campaign she could relate exactly with our insight and brand promise.”
The new back to school collections by Babyshop, Lifestyle, Shoe Mart and Splash feature popular characters. and include everything from backpacks and water bottles to pencil pouches and stationery items in an array of "attractive designs and affordable prices."
Moms can relax this back to school season as Centrepoint has them covered with all the back to school shopping needs at one destination. Plus the brand will have children lining up to do all their homework and chores in exchange for its character collections.

SADAFCO program highlights importance of milk

Updated 22 April 2019

SADAFCO program highlights importance of milk

Saudia Dairy and Foodstuff Company (SADAFCO) recently launched a Kingdom-wide awareness program across public and private schools. The program aims to educate students about the importance of milk as an easy and nutritious solution to support their active lifestyles and nurture growth.

Under the slogan “Healthy Eating Equals Better Health,” SADAFCO will collaborate with trained educators who will visit primary schools to talk about the importance of milk for children’s health and bodies. The program will run until the end of April and aims to reach at least 500,000 girls and boys.

“We acknowledge the nutritional challenges children commonly face, especially in the Middle East, where obesity rates are reported to be more than 50 percent,” said Gabriel Predescu, marketing manager at SADAFCO. “Students in primary schools are generally very active and as a result, their nutritional needs are very high. That’s why, at SADAFCO, we believe that this program will be instrumental in demonstrating the importance of milk in a healthy balanced diet and allow the kids of today to contribute to the development of this great nation.”

In order to encourage students to participate in the program, SADAFCO is also holding an online competition, where the students draw the benefits of drinking milk and share their drawings on social media. Fifty winners will be rewarded with new bicycles from SADAFCO. 

“Milk is recognized as being one of the most nutritious liquid foods available. It contains 14 out of the 18 nutrients humans need, including vitamins, proteins, fats, sugars and carbohydrates,” said Sara Alshehri, event and social media manager at SADAFCO. “We made sure to deliver the message to the students using their language and in an entertaining manner to boost healthy habits among them.”

SADAFCO is a publicly listed company producing dairy and foodstuff products under the Saudia brand name since 1977, a year after the company was formed. Saudia enjoys being one of the market leaders in the Kingdom in the production of tomato paste, ice cream and milk.

Based in Jeddah, SADAFCO operates sales and distribution depots in 24 locations across Saudi Arabia, Bahrain, Jordan and Kuwait. Saudia products are also exported to several countries in the MENA region.