Socialize and Bugles team up for Crunch Time
Posted on 2020 Sep,03  | By ArabAd staff

General Mills, the FMCG multinational, launched their first ever Bugles campaign in the region and have done it through TikTok! With the help of Socialize, a full-service agency with an integrated offering across creative, media & technology, snack brand Bugles has developed a TikTok first campaign video and launched a hashtag challenge on the platform to reach the Gen Z audience in KSA.

Bugles wanted to start building the same loyalty and brand-love they get from older generations, with  Gen Z in KSA. Socialize figured the best way to tap into this new audience was with a new approach to content, one that only they could understand.

Engaging the interest of Zoomers is a challenge; they’re too savvy to care about traditional marketing messages and they see right through ads and plugs from influencers. So how do Bugles - a one-of-a-kind snack actually reach these guys? By staying true to the brand identity - by being playful and surprising. The campaign simply started with that.

Socialize created a TikTok-first hero video packed with deep-fried memes, random visuals that changed every second, and a new dance move set to infectious music. TikTok is a new platform for the brand but made complete sense for this campaign as it is massively popular with the Gen Z audience in the region. It’s the #1 downloaded app in KSA with 12.5 million users on the platform  - who open the app roughly 10 times throughout each day.

With 81% of TikTok users browsing the platform with sound on, it was essential to have a unique soundtrack for the campaign. The brand utilized one of Socialize’s new in-house offerings, Socialize Sounds, to create the original song: Crunch Time.

On the strength of this campaign, Socialize will be working with Bugles at General Mills going forward, creating Gen Z-centric content for their social channels.

Azfar Ul-Islam - Marketing Director and Head of Food Service at General Mills was excited about the campaign: “The idea wasn’t something I immediately resonated with, but that’s kind of the point. It’s not meant to be for me; it’s designed to speak to this next generation of Bugles fans, who we’re only just beginning to understand. Everything about this campaign was new to us in some way: new audience, new platform, new kind of content. What Socialize created is fresh, exciting and completely aligned with our ‘Not for the boring’ messaging.”


Brand Title:

General Mills - Bugles


Brand team:

  • Azfar Ul-Islam - Marketing Director and Head of Food Service
  • Sajjad Hussain - Marketing Manager
  • Adil Bashith - Brand Manager


Creative agency: Socialize:

  • Amr Younis - Creative Director & Music Production
  • Rhia Samuel - Senior Account Manager
  • Anyce Nedir - Client Partner
  • Ailidh Smylie - Head of Strategy
  • Yasmin Dabat - Account Manager
  • Rawan Ghannam - Account Executive
  • Reem Fahd - Copywriter
  • Lubna Alsalous - Arabic Copywriter
  • Nour Mohamed - Senior Interactive Designer
  • Omar Mohamed - Junior Content Creator
  • Lanz Linchagco - Designer
  • Issam Rayess - Designer
  • Mohab Essam - Editor
  • Brittany Wickerson - Media Director