As Saudi Arabia’s love for coffee continues to rise exponentially, the rich tradition of coffee is evolving to reveal different tastes and preferences. With coffee consumption also reportedly rising by 22% during Ramadan in the Middle East, its role after the breaking of fast is prominent.
During a period characterised by unity, charity and reflection, portioned coffee pioneer Nespresso’s latest Ramadan campaign aims to inspire Saudis to slow down and spend quality time together with family and friends.
Tailored especially for the passionate Saudi Arabian market, the “Time for Goodness” campaign will empower people to take a step back from the daily hustle and bustle and gather over a cup of coffee.
Using the call to action hashtag #TIMEFORGOODNESS, Nespresso is also inviting Saudis to capture and share some of their most meaningful moments. It will also collaborate with a several Saudi social influencers to creatively express the essence of Ramadan over a cup of coffee, share their own personal moments and inspire others via social media.
Fabio De Gregorio, Business Development Manager for Nespresso Middle East & Africa, commented: “The tradition of coffee drinking spans many centuries, and always central to it has been the common theme of sociability and the essential goodness of the experience. In 2018, this theme is as relevant as ever, particularly in this very fast-paced world where people heavily rely on their phones for communicating with loved ones. With #TIMEFORGOODNESS, we hope to inspire people from across the region, whatever their age or lifestyle, to step back, reflect and really appreciate their human connections.”
This Ramadan, Nespresso will also showcase new ways to enjoy coffee with a set of inventive new recipes (please see Notes to Editors for recipe samples) and a series of limited time promotions to reward new and longstanding Club Members.
Rafat Azzeh, Managing Director for Al-Soukya International, Exclusive Distributor of Nespresso in the Saudi Arabia, said: “Saudis place great importance on social gatherings and Ramadan presents the perfect opportunity to catch up with family, friends and loved ones. We also know from our Club Members that coffee plays a big role in these social occasions. With the “Time for Goodness” campaign, we’re able to bring these two traditions together in a meaningful way delivered in a local tone of voice which will make the brand closer to the Saudi coffee lovers.”