Branded content in MENA is in its infancy. 2008 saw the first Advertiser Funded Content in the morning show of MBC (largest Pan Regional TV Network). Currently there are no regulatory bodies and no set standards. As we continue to grow this category in the region, we are continuously learning and creating guidelines. In Saudi Arabia, The Veiled Chef by Kraft was the first and only branded content on government owned national TV ever. The Saudi TV Network had never before allowed branded content for fear that it would appear to favour one brand over another. As the first branded content on Saudi TV, it was up to our branded content team to train the station about how to work with branded content based on global norms. This training included setting up and handling a call centre through our agency to work with consumer responses, as Saudi TV had never interacted with consumers in such a way before.It must be noted that most programming appearing on the biggest networks are purchased from abroad and is either dubbed or subtitled. Most locally produced programming is limited to news and morning show programmes, as well as Ramadan specific shows.

In a society where the physical representation of women in media is prohibited, Kraft Cheddar created the unthinkable: a cooking program on SaudiTV – the state owned broadcaster - featuring a veiled Saudi woman, Chef Ohood. The first ever cooking show hosted by a woman dressed in a traditional Niqab.We met Ohood during a 2010 Kraft recipe contest, recognising the peer-to-peer connection Kraft helped Ohood create a cookbook sponsored her Kingdom book tour where Ohood, and Kraft engaged with thousands of Saudi women.In 2011, building on the celebrity we created a TV show called “Chef Ana” (I am Chef). Across 4 weeks, Ohood shared her recipes with Saudi women who were delighted to see a member of their society representing a true slice of their lives. Ohood encouraged viewers to stand up with her, either by sharing a recipe online or coming into the studio to cook on-air.

By building a platform where Saudi women felt represented, we were able to encourage them to interact and share their own ideas on the passion of cooking.

Working with Chef Ohood in place of a regular TV presenter/chef, we were able to encourage Saudi women to participate with our campaign. Over 1,000 recipes were received and 230 select women were invited to compete directly on air.

In the launch month, we saw a 3% increase in value share for Kraft Cheddar in KSA, a significant result for a category that has experienced gradual decline over the past few years. A result immeasurable in numbers however is the joy in creating a permissible outlet for everyday Saudi women to feel connected and to share their passion for cooking. Chef Ana was not only a brand success, but a network success achieving an average 2.4% rating versus time period norms of 1.8%.