The series showcases traditional and modern flavours and recipes deeply rooted in cultural heritage.
Ninetnine, a content provider for digital and media platforms, has announced the launch of a special Ramadan TV show, Koujinetna Haka by Samia, on Nessma TV. The prime-time culinary series, tailored for the North African diaspora in France, is a collaborative production between Nessma TV and Samia, the French ethnic food brand, facilitated by Ninetnine. The 30-episode series showcases traditional and contemporary North African flavours, celebrating the region’s culinary heritage.
This initiative introduces ways for brands to engage with audiences by integrating products into compelling content. By featuring Samia’s diverse range of ingredients, the show not only highlights North African cuisine but also offers viewers a culturally immersive experience during the holy month of Ramadan.
Nessma TV said that the partnership is rooted in impactful storytelling. Sana Kallel, Deputy Director General at Nessma TV, commented: “This collaboration highlights Nessma’s commitment to delivering high-quality and culturally relevant content to our audiences in France. Through strategic partnerships, we continue to innovate and bring unique content experiences that resonate with our viewers, particularly during a culturally significant time like Ramadan.”
By merging entertainment with brand integration, the show exemplifies a creative content-driven engagement strategy. “We believe in the power of storytelling to drive brand connection,” added Samir and Adel, Co-Founders of Ninetnine, the media distributor facilitating this collaboration. “The project is a great example of how brands, broadcasters, and digital media can collaborate to craft compelling narratives that enhance brand recognition, and customer engagement.”
For Samia, the partnership provides an opportunity to connect with its target audience in an authentic and meaningful way. “We’re thrilled with this initiative, as it allows us to showcase Samia’s products in a way that truly resonates with our consumers,” stated the Director of Marketing at Samia. “Ramadan is a pivotal time and this TV show provides an ideal platform to connect with our audience through recipes and traditions they cherish. This initiative aligns perfectly with our mission to celebrate and promote authentic North African cuisine.”
This collaboration highlights the evolving landscape of brand partnerships in entertainment, demonstrating innovative ways to engage audiences beyond traditional advertising. With its extensive network of content providers and distribution channels, Ninetnine continues to play a pivotal role in connecting brands with content creators, and fostering impactful media campaigns. By blending creativity, strategic distribution and industry expertise, Ninetnine remains at the forefront of dynamic collaborations that redefine brand engagement in the media landscape.
