Local artist turns viral Shawarmer marketing campaign
Art Business

Local artist turns viral Shawarmer marketing campaign

Abdullah Al-Othman and Faisal Al Rasheed, Shawarmer Director of Marketing RIYADH — The Riyadh street art scene has a surprising and highly unconventional new addition with the unveiling of a new piece of work from popular local artist and poet Abdullah Al-Othman. What makes this new piece of work so unique? It’s a 4-meter by 4-meter monument made up of more than 20,000 cheese graters! Titled “Light Grating”, the artwork was commissioned by the popular restaurant group Shawarmer after a marketing campaign for a new product became a Saudi viral sensation. “We were launching a new sandwich in the form of a shawarma with shredded cheese as a key component, we thought it would be fun to give away from sandwiches to anyone who brought in a cheese grater. We were expecting maybe 500 or 600 responses. Then it went viral and we were overwhelmed with the engagement of our customers. The next thing we know we have to figure out what to do with more than 20,000 cheese graters,” said Faisal Al Rasheed, Shawarmer Director of Marketing. While the amazing customer response was great for business, figuring out what to do with so many kitchen utensils presented an […]

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