A regional mandate for a growing snacks portfolio
pladis Global, the international snacking company behind well-known biscuit and confectionery brands, has appointed Brazen MENA to lead its communications across the United Arab Emirates and the Kingdom of Saudi Arabia. The brief spans corporate and consumer storytelling in two of the Gulf’s most competitive fast-moving consumer goods markets, where brand visibility, retailer relationships, and cultural nuance increasingly determine performance.
Why the appointment matters
The Middle East has become a strategic growth corridor for global FMCG players, with the UAE and Saudi Arabia offering scale, high per-capita spending, and sophisticated retail ecosystems. For pladis, consolidating communications under a single regional partner is designed to sharpen message discipline, accelerate campaign execution, and ensure its portfolio resonates with audiences ranging from family shoppers to health-conscious millennials. It also signals a push to align earned media with broader marketing investments, including in-store activations and digital commerce.
Agency with on-the-ground reach
Brazen MENA operates from hubs in Dubai and Riyadh, giving pladis access to local media networks and sector expertise across both markets. The agency’s decade-long presence in the region positions it to navigate shifting consumer preferences, regulatory expectations, and the rhythms of the cultural calendar. For a snacks company managing multiple brands and formats, a partner that can tailor narratives by city, channel, and audience segment is increasingly valuable—particularly as retailers demand more data-driven campaigns and measurable outcomes.
Scope of work and likely priorities
While financial terms were not disclosed, the mandate is expected to include media relations, executive profiling, product storytelling, and issues support. Communications will likely spotlight innovation in flavours and formats, portion control and nutrition messaging, and sustainability initiatives across sourcing and packaging. Trade communications—vital in a market dominated by modern retail and convenience formats—will aim to deepen engagement with buyers and distributors, while consumer campaigns will lean into moments that drive basket growth, from school terms and Ramadan to peak tourist seasons.
Competitive backdrop in the Gulf
The snacks category in the UAE and Saudi Arabia continues to expand, propelled by demographic growth, tourism recovery, and the proliferation of premium retail formats. Global and regional players are investing heavily in brand-building and route-to-market capabilities, intensifying the battle for shelf space and share of voice. In this context, integrated communications—spanning earned media, influencer collaborations, and retailer partnerships—can tilt the field, especially when combined with strong in-store execution and data-led targeting.
Aligning corporate narrative and local insight
For multinational FMCG companies, the challenge in the Gulf is not only to build awareness but to localise global narratives in ways that feel authentic. That includes balancing indulgence with wellness cues, ensuring Arabic-first content where relevant, and reflecting cultural touchpoints without slipping into generic messaging. A regional PR partner is expected to help pladis synchronise global brand equity with country-specific insights, ensuring that product news and corporate announcements land with the right tone and context.
Implications for retailers and consumers
Retailers can expect a steadier drumbeat of category stories, innovation news, and joint marketing initiatives designed to lift footfall and basket size. For consumers, the result should be clearer product education, more occasions-based storytelling, and campaigns that make navigation across the biscuit and confectionery aisle easier. As the region’s e-commerce channels mature, communications will also expand into content that supports search, social commerce, and rapid-delivery platforms, where impulse categories increasingly compete.
What’s next
The immediate focus will be on calibrating brand priorities, establishing measurement frameworks, and sequencing activity across the UAE and Saudi Arabia’s differing retail landscapes. Expect to see executive commentary around market trends, visibility for new launches that align with regional tastes, and partnerships tied to cultural moments that anchor the annual calendar. Over time, success will be judged by consistent share-of-voice gains, tighter retailer engagement, and the ability to turn earned attention into sustained demand.
Bottom line: By appointing Brazen MENA, pladis Global is doubling down on communications as a growth lever in the Gulf. With an agency embedded in both the UAE and Saudi Arabia, the company is positioning its brands for sharper storytelling, stronger retail alignment, and a more coherent regional presence in one of the world’s most dynamic snacks markets.
