Khazan: Crafting "Alz Al-Lahzat" - A Campaign for Memorable Moments

Khazan has stood as a household symbol for premium meat and halal delicacies for decades across the Gulf region. However, in an evolving consumer landscape dominated by fast food and shifting dietary preferences, the brand needed to reassert its cultural presence in modern family kitchens.

Persici was commissioned to architect a comprehensive brand revival campaign that shifted messaging from traditional product attributes to deep emotional connection, centering on the unforgettable moments families share around the dinner table.

FMCG marketing in the meat and poultry segment had fallen into predictable clichés—generic cooking shots, static recipe reels, and disconnected voiceovers. Khazan needed a distinctive voice that resonated with young GCC mothers and families seeking convenience without compromising taste or quality.

We conceptualized and produced "Alz Al-Lahzat" (The Most Delicious Moments), a 4-part episodic commercial series capturing real household archetypes: the whimsical child claiming dinner royalty, the weekend barbecue father, the energetic gamer sibling, and the social media enthusiast capturing every bite.

Every film was shot in 4K anamorphic format with cinematic color grading, custom musical scores, and multi-format adaptations for Instagram Reels, YouTube Masthead, and high-impact digital out-of-home screens.

The campaign generated unprecedented virality across the GCC, clocking 14.2M+ organic and targeted video impressions within 30 days. Most importantly, regional supermarkets reported a 28% increase in sell-through velocity across promoted SKU lines.