Not just a store, a story: Amplifying the Spinney's Riyadh launch

Spinney’s faced an immense challenge entering the KSA market as a new supermarket brand.   Riyadh, a city where the grocery market is not only fiercely competitive, but also dominated by brand loyalty and price-sensitivity. While Spinneys is synonymous with premium quality in the UAE and Oman, a successful Saudi debut would require redefining consumer expectations. We needed to cut through the noise of established giants, shift consumer perceptions, and convince discerning Saudi shoppers that freshness, exclusivity, and an exceptional in-store experience were worth paying for.

Instead of a traditional advertising blitz, we orchestrated a cultural takeover, transforming the opening of the first ever Spinney’s store in Riyadh, into an unmissable moment.

We embedded Spinneys into the heart of Riyadh's lifestyle through a sophisticated, influencer-led strategy. But we didn't just hire influencers; we cast them as storytellers. Renowned chefs crafted unique Saudi dishes using Spinneys-exclusive products; lifestyle-focused mothers shared their authentic family shopping experiences; creators tapped into a sense of nostalgia.

This wasn't about promotion, and it was imperative that the content didn’t feel like ads, but instead like discovery, celebration, and community validation. It wasn’t just about footfall - it was about FOMO. This was more than an influencer campaign; it was retail theatre on social media making the inaugural opening of Riyadh’s first Spinneys a be there moment.

The campaign delivered transformative results, cementing Spinneys as Riyadh's premier grocery destination. 

generated over 2.5 million influencer engagements and 128K+ views that drove significant footfall. 

But the real success was in building a loyal community from the ground up. Our social channels exploded, with Instagram followers soared by 17x and TikTok growing by 4,000% in the span of just a month. 

This was more than just a successful launch; it was a masterclass in market entry, proving that by blending cultural moments with authentic voices, a new brand can build not just a customer base, but a fanbase.