NCPD | National Center of Palm & Date Duty-Free Campaign

The National Center of Palm & Date (NCPD) tasked us with creating a campaign to introduce Saudi dates into duty-free zones at Riyadh, Jeddah, and Al Ula airports. Our proposition, “Dates to Gates,” framed Saudi dates as more than a snack: a cultural ambassador, a gift of heritage and generosity, and a premium product travelers could take with them worldwide.

Campaign Strategy
Targeting international travelers and distributors, the product was framed as 100% Saudi-grown, sustainably sourced, and packaged as a luxury good. With the tagline “Take a Taste of Saudi With You” and sub-lines like “One bite. A thousand years of culture,” the campaign elevated dates beyond food, into cultural icons.

Execution

• ATL: “From Desert Roots to Departure Gates” narrated the journey of dates from Saudi oases to travelers’ hands, blending heritage with modern travel imagery.

• BTL: Interactive activations immersed visitors in Saudi culture:

  • Taste Passport with QR-linked origin stories.

  • Date Boutique pop-ups with “date sommeliers” and luxury gifting.

  • Majlis of Flavors with Arabic coffee, sampling, and AR filters.

Global Vision
By entering duty-free zones, NCPD aimed to position Saudi dates as the world’s top choice a luxury product bridging cultures with heritage, quality, and global appeal.

Conclusion
“Dates to Gates” fused national pride with international ambition, transforming Saudi dates into a premium, globally recognized symbol of Saudi hospitality and culture.