- New campaign leverages esports, immersive ad content and a high-stakes tournament to engage young gamers across Saudi Arabia, the UAE and the rest of GCC
- Registration now open until 1st December for the Sadia Snacking Cup’s Mobile Legends: Bang Bang esports tournament
Dubai, United Arab Emirates: Power League Gaming (PLG), the MENA region’s leading full-service gaming and esports agency, has proudly announced the launch of a new campaign for Sadia–a leading global food brand offering halal-certified poultry and convenient frozen products. In partnership with Sadia’s brand agency, Impact BBDO, this campaign introduces Sadia’s ‘Broasted’ product line as the perfect snack for gamers, targeting young players across Saudi Arabia, the UAE and the rest of GCC.
Launching with an engaging digital commercial, the campaign delves into the “science of snacking” highlighting how Sadia Broasted’s unique attributes aid gaming performance. This marks Sadia’s first foray into gaming as a core marketing pillar, aligning the brand with a community that values energy, convenience and authentic connections. With its crunchy coating, 100% chicken breast, no artificial colours or flavours and air-fryer readiness, Sadia Broasted is presented as an ideal snack for gamers, designed to fuel gamers through intense game sessions.
To further engage the gaming community, Power League Gaming and Impact BBDO will introduce the Sadia Snacking Cup, featuring a Mobile Legends: Bang Bang esports tournament. This event will bring the region’s top pro teams, alongside 96 amateur teams competing for two coveted wildcard spots. The tournament, produced and managed by Power League Gaming, kicks off with registration now open until 1st December and will culminate in a live broadcast of the finals on 13th and 14th December, where champions will be crowned.
Celebrating the successful partnership, Mathew Pickering, CEO of Power League Gaming, said: We’re thrilled to partner with Sadia and Impact BBDO to launch an initiative that merges gaming with lifestyle. This collaboration is a powerful step in raising awareness about the importance of balancing nutritious food choices with the excitement of gaming. The Sadia Snacking Cup not only brings gamers together but also shows Sadia’s dedication to creating enjoyable, high-quality products that elevate the gaming experience. We’re incredibly proud to be at the forefront of gaming and esports in the MENA region, bringing brands and players together in ways that feel both authentic and exciting.”
Beatriz Benedetti, Head of Marketing MENA of Sadia, commented: “As a leading food brand, it’s essential for us to engage with the youth, especially in a dynamic market like Saudi Arabia. Sadia Snacking Cup is designed to create genuine connections with gamers, showcasing how our product range enhances their gaming experience, taking it to the next level. We believe that great snacks make great gaming moments.”
Hannes de Beer, Executive Creative Director of Impact BBDO Group, expressed his enthusiasm for the campaign: “By teaming up with PLG and Sadia, we’re bringing gamers the ultimate snack upgrade! Sadia’s Broasted range is crunchy, delicious, and ready to power those grinding sessions and battle royales. It’s the snack that’s as fun and fierce as gaming itself.”
Through this collaboration, Power League Gaming, Sadia and Impact BBDO bring a fresh perspective to the gaming world, highlighting Sadia’s commitment to connecting with youth and embracing gaming culture. Combining Power League Gaming’s expertise in esports management, creative direction and event production with Impact BBDO’s creative advertising expertise in digital and immersive content, the Sadia Snacking Cup sets the stage for an unforgettable gaming experience and positions Sadia as the ideal snack for the gaming community.
About Power League Gaming:
Power League Gaming (PLG) is the MENA region’s leading and most disruptive Esports and Gaming company and is responsible for some of the largest branded Esports and Gaming activations to date. For the past decade, PLG has been at the forefront of the Gaming and Esports sector in the MENA region, directly shaping and influencing the way in which gamers, publishers and brands interconnect throughout all layers of the value chain. PLG is considered the MENA region’s premier full-service Esports and Gaming company, providing an end-to-end solution for brands seeking to enter the Gaming sector successfully and Publishers looking to engage audiences, whether this be through Esports events, content creation or omni-channel ecosystem development. Amongst its portfolio of brands and partners, PLG has worked with; KFC, Pizza Hut, Tencent, adidas, Lenovo, Coke, Razer, Kellogg, Nestle, Riot, and EA – to name a few. Whilst PLG operates across the MENAT region, the company is headquartered in Dubai, UAE, within its proprietary 10,000 sqft Esports production and content creation studios, with supporting offices and studios in Cairo.
About Sadia:
Sadia has been in the Middle East since the 1970s. Today, proudly is the market leader in the chicken category, as well as the preferred brand of consumers in the GCC region.
Sadia’s product range is diverse and delicious, comprising whole chicken, chicken parts, ready to prepare products like broasted, nuggets, fries, and frozen vegetables.
About IMPACT BBDO:
IMPACT BBDO is a leading regional marketing communications group operating across the Middle East, Africa, and Pakistan for more than 50 years. Established in 1971, the agency is part of the Omnicom Group and the global BBDO network. IMPACT BBDO has been recognized as Middle East Creative Agency of the Year at Campaign’s Global Agency of the Year and Cannes Lions Regional Network of the Year for an unprecedented six consecutive years.
The agency offers comprehensive and integrated marketing communication solutions, serving a wide and prestigious base of global, regional, and local brands. Its mission is to create and deliver the world’s most compelling commercial content across all mediums and screens.
IMPACT BBDO is driven by a relentless focus on “The Work, The Work, The Work.” This philosophy is brought to life through a group of specialized agency networks, working seamlessly together as one brand team to achieve extraordinary results.
