Back to School 2025 campaign for the Speedi app

Speedi is a grocery delivery app in Riyadh, owned by Othaim Markets. At the start of the school year, Saudi families stock up on everything — breakfast, snacks, lunchboxes and school supplies.

The campaign had one clear job: tell those families that Speedi is the cheapest and easiest way to start the school year — with big discounts and free delivery on every order. We built it around one line: "بداية كلها توفير" — a start full of savings.

Every choice in the key visual was made to feel close to home and close to the brand:

• A Saudi schoolboy as the face of the campaign — a real, local child, so families see themselves in it
• A red school backpack, in Speedi's main brand colour — the brand is in the picture without a single logo on the bag
• A green chalkboard as the background, with hand-drawn chalk doodles of a bag, a ruler, an apple and a water bottle
• Yellow and green as supporting colours, for energy and the feeling of the first school day

The copy is short and direct, so the offer is understood in a second:

• The headline in big, bold Arabic type in white and yellow, with a thick outline so it reads on any screen and any photo
• A yellow tab in the corner with up to 70% off
• A speech bubble with free delivery on all orders

The tab and the bubble keep the same place and shape across every format, so the campaign is recognised even in a quick scroll.

From the key visual we built the full set: the hero banner on the app's home screen, in-app banners for each category, and paid ads in square and wide sizes. A red shopping basket full of groceries carries the free delivery message on its own.

For social media we designed a series of posts for every part of the school day — breakfast, snacks, lunchboxes, stationery and fresh food. Each post has its own colour and photo, but all of them share the same free-delivery bubble, the torn-paper edge and the Speedi logo, so the series feels like one campaign.