Baked in Saudi | First Mills Flour Launch

In a market owned by global giants, the launch of the first 100% Saudi flour brand required a strategic angle that no international competitor could replicate. I initiated the process by identifying the cultural void: while others had the scale, they lacked the "insider" fluency to speak to the nuanced realities of Saudi households. After setting the strategic direction of "Cultural Ownership," I led the lifecycle of the campaign, from inspiring the creative team to translate that logic into a hyper-local narrative to leading the complex production and execution phases. By staying hands-on through every touchpoint and launch detail, I ensured the original strategic vision was never diluted, turning a commodity launch into a high-impact national identity milestone.