Fatafeat announces brand refresh in time for Ramadan season

NEW BRANDING AND ‘HOME OF THE SMILE’ POSITIONING FOR THE CHANNEL, MAGAZINE, WEBSITE AND SOCIAL MEDIA

BRAND NEW SERIES ‘FATAFEAT’S NEXT GREAT CHEF’ ALSO ANNOUNCED

Dubai, May 11, 2014 – Fatafeat, the #1 food network across the Middle East, announced at an exclusive event at the Waldorf Astoria Hotel last night that it will be undergoing a brand refresh next month in time for the Ramadan season. The brand new look will appear on the flagship channel, as well as its monthly magazine, website and social media pages and launch on air from June 15th before the full Ramadan programming begins on June 28th in time for the start of the season.

Based on the updated brand slogan ‘Life Tastes Beautiful’, the all-new Fatafeat features a colourful, fresh and modern design that reflects the core values of the channel viewers know and love, while representing the new direction for the brand. Tying this altogether is the new red logo featuring a white semi-circle, cementing Fatafeat’s brand position as the ‘Home of the Smile’ – a place where the entire family can be inspired, amazed and entertained from the comfort of their sofas.

Also announced at the event was the commission of the brand new programme Fatafeat’s Next Great Chef (w/t), an 8 part series launching in Spring 2015 where cooking enthusiasts from across the Middle East will compete for their chance to win the top prize - their own weekly Fatafeat show and cook book in stores across the region. 

“We are extremely proud to present the refreshed Fatafeat to the market this Ramadan season,” said James Gibbons, SVP & Country Manager, Emerging Business, Discovery Networks CEEMEA. “Research insights have helped us create a stronger and more defined brand offering while still retaining the high quality programming content that our viewers expect from the channel. The fun and impactful new look will appear throughout the Fatafeat media stable, including the flagship channel, successful monthly magazine, website and social media pages, providing potential advertisers with even more opportunities to partner with us for fully-integrated 360 campaigns across all platforms.”

“Fatafeat now more than ever presents a truly unique opportunity to collaborate in its growth”, said Ahmad Saadeh, Managing Partner, IMS. “The channel will be targeting a younger, attractive sales audience, and will offer more full 360 degree integration across TV, Magazine, Web and Social Media. This re-launch is witness to the commitment that the Discovery Networks has made for Fatafeat TV and such efforts strengthen the Industries belief in the Fatafeat TV. IMS is proud to be collaborating with Discovery Networks on the next stage of Fatafeat’s journey and we look forward to working with you all in the near future.”

Complementing the brand refresh will be a special line up of programming for the Ramadan season, with new shows from the channel’s most well-loved chefs including the brand new series Modern Cuisine from Chef Mohammad Orfali and On a Budget from Chef Salma Soliman, as well as a second season of Salt and Pepper presented by chef Wafaa Alkandary. Last Ramadan, Fatafeat achieved huge ratings success and ranked #3 with all women in KSA in peak time, increasing its ratings +48% year on year .

Inspirational, adventurous and passionate, Fatafeat is the first and only Arab free-to-air food channel in the Middle East broadcasting to approximately 55 million TV households in the Middle East and North Africa – the biggest markets being KSA & Egypt where 3 million viewers are reached daily. Now part of Discovery Networks, the world's number one Pay-TV programmer, Fatafeat also boasts a popular monthly magazine (El Hayat Helwa), website (www.Fatafeat.com) and social media pages (more than 2 million followers on Facebook and Twitter).

Discovery Networks recently announced the appointment of Amanda Turnbull as the Managing Director for Fatafeat. Amanda will lead the Fatafeat team and work closely with Fatafeat’s sole media partner in the region, Advertising Agency IMS, to ensure long-term growth for Fatafeat and maximize advertising sales revenues during the Ramadan season and beyond.