Sunday, July 10, 2011

BPG Bags Al Rawabi Account

Dubai, UAE 10 July, 2011: Al Rawabi Dairy Company, one of the leading manufacturers of dairy products and fresh juices in the GCC, has selected BPG Group ( as its integrated communications partner in the region. The scope of work will cover Advertising, Branding, Public Relations and media asset management.

BPG Group emerged as the preferred agency after a keenly contested pitch involving multiple agencies.

Reacting to the appointment of BPG Group, Dr. Ahmed El Tigani Abdul Rahim, General Manager, Al Rawabi Dairy Company, said: “We have grown remarkably over the decade as a result of the exceptional quality of our products. It is therefore, essential that we reinforce our ties with our consumers and stakeholders through the right channels of communications. BPG Group has come up with a brilliant creative approach to help us achieve our strategic objectives and we look forward to a mutually rewarding partnership.”

Over the course of two decades, Al Rawabi has grown immensely to become the leading producer of milk products in the region. One of the key strategic advantages that has driven the success of Al Rawabi brand is that its dairy farm is located next to its bottling plant in Dubai, hence enabling farm-fresh dairy products to be delivered to consumers daily.

Avi Bhojani, CEO of BPG Group, said: “We are very pleased with the opportunity of supporting Al Rawabi brand as it looks to consolidate its market leadership. This is an important win for BPG Group and a testament to our outstanding capabilities in the FMCG sector.”

BPG Group is one of the region’s largest marketing solutions consultancies and part of the WPP network. With offices and affiliate partners across the GCC, North Africa, Levant, and Iraq, the group is made up of Strategic Business Units that offer a wide range of marketing and communications solutions including advertising, activation, public relations, branding and design, public advocacy, media asset management, healthcare marketing and digital marketing.


About Al-Rawabi Dairy Company (

Launched in 1990, Al Rawabi Dairy Co. was the first brand to pack fresh milk in plastic bottles, an instant hit with the consumers which inspired the entire industry to follow suit. It was also the first dairy company to introduce 100% natural juices before others in the region followed. The dairy product range of Al Rawabi extends from fresh milk - full cream, half cream, double cream, low fat milk, skimmed, flavored milk to laban, Yoghurt (Robivia), and a range of functional health drink (B-Activ). Al Rawabi juice drinks and desserts are also very popular with consumers.

Within the first few years of operation, the company grew tremendously to become the foremost producer of milk and milk products in Dubai. The rapid growth of the company has to a large extent been related to its obsession with quality - the animal healthcare, temperature control at the sheds, the milking techniques, the artificial insemination and embryo transfer programmes are amongst the best in the industry. At every stage of the processing of the milk, dairy products and fresh juices, quality standards are stringently adhered to; ensuring that every bottle/pack that leaves the factory meets the exceptional Al Rawabi quality mark. The company's drive to make staff more quality conscious through intensive staff training, implementing new systems and deploying first-rate information technology has paid off with the ISO 2200 Certification and HACCP accreditation.

The increasing demand for fresh juices in the country prompted Al Rawabi to introduce AI Rawabi Orange Juice and later on, mango juice and fruit cocktail, which have since become extremely popular amongst the health conscious consumers. Through an effective mix of quality products, Al Rawabi has been able to establish itself as the market leader in the UAE and Oman supplying to over 8000 outlets in the region. AI Rawabi products are available in the UAE, Oman and Qatar.

About BPG Group (

BPG Group is one of the leading marketing solutions groups in the Middle East and North Africa with offices in Dubai, Abu Dhabi, Kuwait, Jeddah, Doha, and Baghdad and strategic affiliates in other key cities across the region. The group is part of the WPP network (one of the world’s largest marketing communications group) giving it access to a

With more than 30 years of building global brands out of local initiatives, BPG Group is one of the pioneers of marketing communications in the region. The Group has over 250 employees from over more than 25 countries and is made up of specialist business units (SBUs) covering the disciplines of advertising, activation, public relations, branding and design, public advocacy, media asset management, healthcare marketing and digital marketing.

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