In December 2025, McCain Middle East launched a content creator-led experiential
campaign at Boulevard Riyadh City, as part of Riyadh Season. Built around the brand’s
“Born to Share” platform, the activation celebrated togetherness, social connection, and
shared moments, positioning McCain fries as a snack made for experiences rather than just
consumption.
At the center of the campaign was an interactive souq-style pop-up, inspired by local culture
and designed to encourage participation through simple acts of sharing. Visitors engaged in
playful challenges and were rewarded with freshly cooked McCain fries, topped with locally
inspired seasonings. The experience blended cultural relevance, gamification, and
community interaction, creating a warm and memorable brand moment.
To amplify the on-ground activation, McCain partnered with Saudi content creators
Mohanned & Hasna and the Bodyguard Twins, who documented the experience through
Instagram Reels and Stories. Their content authentically captured the energy of the pop-up,
audience reactions, and the joy of sharing, seamlessly integrating McCain into real-life social
moments.
The campaign reached a combined audience of over 664,000 followers, generating strong
visibility and awareness throughout Riyadh Season. Audience response was overwhelmingly
positive, with 93.3% positive sentiment, reflecting strong alignment with the campaign
message and the creators’ storytelling approach.
By combining experiential marketing with authentic content creator storytelling, McCain
Middle East successfully reinforced its brand positioning around sharing, community, and
togetherness. Starfish Agency was proud to collaborate on this impactful campaign,
delivering a culturally relevant, experience-led activation that brought the “Born to Share”
message to life
