Bateel X Nelly Attar

THE BRIEF

An all-natural superfood, dates are rich in nutrients, fibre, antioxidants, and essential minerals crucial for daily nutrition. Studies have shown that a small serving of just three dates contains almost 25% of the recommended daily fibre intake, along with a rich source of dietary minerals that support the body’s functions and maintain optimum blood pressure. Championing health and nutrition, our role was to cement Bateel’s key message of self-consumption by highlighting this excellent source of nutrition through a like-minded partnership.

THE DELIVERY

On behalf of Bateel, Atteline collaborated with Saudi-raised Nelly Attar, award winning mountaineer and athlete who was set to conquer the magnificent K2 mountain. Nelly’s passion for health and nutrition goes beyond her choice of food during her extensive training and is a reflection of her lifestyle. A staple in Nelly’s household while growing up and a part of her family tradition, Bateel date products fueled her exciting journey to the top of the mountain.

Nelly Attar, who was raised in Saudi, and named one of the top Muslim women in sports was the perfect fit for this campaign as she has been a loyal Bateel fan from the very first time she experienced the brand, and since then Bateel products have been an integral part of Nelly’s athletic journey.

THE OUTCOME

Atteline announced the synergistic collaboration between Bateel and Nelly Attar to media in the UAE and KSA, focusing on the authenticity of the partnership, which went far beyond the commercial support offered by the brand. Bateel provided Nelly with core nutritious products ranging from bespoke meals, exclusively created energy date bars, nourishing condiments, and an assortment of organic, healthy dates to fuel every step of her journey. We designed our media relations outreach to target consumer and trade publications, via a mix of profiling, bylines, commentary, press release and media alerts.

We approached the storytelling for this partnership through different angles, helping achieve brand mentions and 100% key message delivery.

Our efforts resulted in 51 pieces of coverage across UAE and KSA with a PR value of USD 648,053, a total media circulation of 58,820,723, putting the brand directly in front of a new audience/potential customers from across various demographics and a total advertising equivalent of USD 216,017.