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An on-the-go sampling programme for Oreo, Cadbury, Barni and Tang, run across parks, promenades and public spaces in Jeddah and Riyadh over the National Day period.
The field team before deployment.
| City | Locations | Sessions | Samples | Contacts |
|---|---|---|---|---|
| Jeddah | 54 | 54 | 61,716 | 63,225 |
| Riyadh | 60 | 60 | 62,114 | 64,105 |
| Total | 114 | 114 | 123,830 | 127,330 |
National Day moves the whole country outdoors. Families spend the evening in parks and along promenades rather than in malls, so the audience is there — but it is walking, not queuing, and it is spread across dozens of separate public spaces in two cities on the same nights.
We built the campaign around movement instead of a fixed stand. Teams worked the crowd directly with insulated backpacks, which let promoters go to where people already were rather than waiting to be approached. Four brands ran in parallel across the same footprint, so a single deployment carried the full portfolio.
114 locations were covered across Jeddah and Riyadh. Every session was logged, and distribution was counted per product rather than estimated in bulk — which is why the split below adds up to the total rather than approximating it.
The photo report below documents 22 of the parks and promenades visited during the campaign.