As the new academic year approaches, Back-to-School campaigns are rolling out across the GCC, each aiming to captivate young school goers and their families. The Back-to-School season represents not just a return to education but also a period of renewed energy and new beginnings. GMG’s diverse portfolio of brands, including Sun & Sand Sports, Dropkick, Farm Fresh, and Géant are leading the way with a wide array of products, each bringing unique campaigns and activations designed to engage, inspire, and equip students and their families for the year ahead.
Sun & Sand Sports – ‘Off the Bench’ and into the game
Sun & Sand Sports, GMG’s home-grown concept and one of the leading sports retailers in the region, is taking an innovative approach with its ‘OFF THE BENCH’ campaign. This campaign is not just about selling sports equipment; it’s about inspiring and motivating children to take an active role in their physical education and sports. At the heart of the campaign is a rap video performed by kids, which encourages their peers to move from the sidelines and become active participants in the sports they love.
The ‘OFF THE BENCH’ campaign is more than just a marketing effort; it’s a powerful call to action for children to embrace sports and physical activity as part of their everyday lives. The rap video and vibrant visuals not only showcase Sun & Sand Sports’ latest product offerings, from back-to-school basics to colourful apparel, backpacks, and more, but also inspire children to get off the bench and into the game. By leveraging platforms like Instagram, TikTok, and YouTube, the campaign reaches the digital-savvy Gen Z-Alpha audience and their millennial parents alike.
In addition to digital channels, Sun & Sand Sports is focusing on community engagement. Through partnerships with prestigious sporting academies such as Precision Football, La Liga, and Ultimate Athletics, the campaign offers children in the UAE and KSA a chance to win fully funded coaching sessions. These opportunities and in-store workshops and customizations aim to make sports accessible and fun, reinforcing the brand’s commitment to fostering wellness and confidence in the region’s youth.
Dropkick – Own Your Style This School Year
For teenagers and young adults heading back to campus, Dropkick is the ultimate destination for on-trend fits and kicks. The brand’s organic social media campaign, aptly titled “Back to Campus,” encourages students to express their individuality and kickstart the school year with confidence. By showcasing a diverse range of styles across their platforms, Dropkick makes it easy for students to find the perfect look that reflects their unique personality.
VANS, The North Face, Timberland – Elevate Your School Experience with Style This year, it’s all about taking your school experience to the next level with the perfect accessories. From customizing shoes with vibrant laces to personalizing your backpack, these brands are offering exciting options in store for every style. In addition, there is some fun to the mix with in-store scavenger hunts that subtly promotes an active, outdoor lifestyle while helping customers discover products that enhance their adventures.
Everyday Essentials – Farm Fresh, Géant, and Ruh
While Sun & Sand Sports and Dropkick focus on the active, stylish lifestyle, brands in GMG’s Everyday Goods division, some of which are Farm Fresh, Géant, and Ruh, are catering to families’ practical needs as they prepare for the new school year.
Recognizing the hectic schedules of the back-to-school season, Farm Fresh is stepping up as the go-to brand for convenient meal solutions. This year, Farm Fresh is capturing the attention of students with its “AFTERSCHOOL SQUAD” campaign, positioning itself as the go-to brand for after-school snacking, especially for gamers and students enjoying their downtime. The brand has rolled out a multi-platform strategy, partnering with major retailers like Géant and aswaaq to offer enticing promotions. Customers who spend AED 25 on Farm Fresh products can enter a draw to win exciting prizes like a Steam Deck gaming console or receive a free freezer bag.
Géant is taking a holistic approach with its “Fresh Start, Fresh Year, Fresh Gear” campaign. This tagline encapsulates the essence of Géant’s back-to-school offering: fresh food and fresh gear. The campaign, running from August 5th to September 1st, is designed to meet the entire family’s needs, providing everything from fresh produce to wholesome snacks and school supplies to ensure a successful start to the school year. With a focus on quality and care, Géant is positioning itself as a trusted partner in helping families easily navigate the back-to-school period.
Ruh is tapping into the convenience trend with in-store activations that promote their ready-to-cook masalas. These activations, which include a spin-the-wheel game offering a chance to win an Instant Pot and other prizes, are designed to engage customers and highlight the time-saving benefits of Ruh’s products. For families juggling multiple responsibilities as school resumes, these ready-to-cook options offer a perfect blend of convenience and flavour, making it easier to prepare delicious meals during the busy school season.
Health & Beauty – Embracing New Beginnings
In the health and beauty segment, GMG’s brands subtly encourage customers to return to their routines post-summer. It’s time to get back into the groove. Whether it’s resuming a skincare regimen or re-establishing daily wellness habits, GMG’s health and beauty brands are positioned to support customers as they transition from the relaxed pace of summer to the structured routine of the school year.
As students across the GCC gear up for a new academic year, GMG brands are stepping up to become more than just providers of goods and services. These brands are embracing a role as partners in progress, understanding that the back-to-school season is about more than just notebooks and backpacks. It’s about fostering healthy habits, encouraging active lifestyles, and equipping families with the tools they need to thrive. Through innovative campaigns, community engagement, and a deep understanding of their consumers’ evolving needs, GMG is setting a new standard for the back-to-school experience, one that prioritizes holistic well-being and empowers the leaders of tomorrow.