Asafwah has launched a nationwide consumer campaign built around Dhofar’s Khareef season, combining social media participation, sampling and prize draws as food brands step up seasonal marketing around Oman’s busiest summer travel period.
The dairy and juice brand’s “The Joy of Khareef” campaign runs from June 11 to September 16, 2026, ahead of and through the Khareef Dhofar season, which begins on June 21 and continues to September 21. Consumers are invited to photograph any Asafwah product, post the image on Instagram, tag the brand, add their location and use the campaign hashtags for entry into staged draws.
The prize pool includes 40 return flight tickets to Salalah and 300 Asafwah gift boxes. Draws are scheduled for July 16, August 2, August 31 and September 16, giving the campaign a four-stage structure across the peak travel window. Participants must also comment “I Participated” on the official post, tag five friends, and follow both Asafwah and Dhofar Foods-related accounts, underscoring how Gulf brand promotions increasingly seek measurable digital reach.
Asafwah’s move places a Dhofar-origin brand at the centre of a national conversation around Khareef, the monsoon period that turns the governorate’s mountains, valleys and coastal areas into a cooler, greener destination while much of the Gulf faces intense summer heat. Salalah and nearby attractions such as Wadi Darbat, Al Mughsail and frankincense-linked heritage sites are expected to draw heavy traffic from within Oman and neighbouring Gulf markets.
The 2026 Khareef Dhofar programme is expected to feature 125 cultural, artistic, sporting and entertainment events. That official calendar has widened the commercial opportunity for brands in retail, food, aviation, hospitality and mobility, as families and tourists plan travel around festivals, outdoor attractions and cooler weather. Airlines have also increased capacity for the season, with more than 520,000 seats planned to and from Salalah, including expanded Muscat-Salalah frequencies and regional connections from Gulf cities.
The campaign carries a clear brand message: Khareef is not only a destination experience but also a cultural mood that can be shared across the Sultanate. Asafwah has framed the promotion around “Wherever You Are – Asafwah Brings You The Joy of Khareef,” seeking to extend the imagery of mist, greenery and Dhofari freshness into supermarkets, households and online feeds beyond Salalah.
The company’s background gives the campaign added local resonance. Asafwah Dairy & Beverages is part of Dhofar Foods & Investment SAOG, a publicly listed group with operations in dairy farming, animal feed, dairy and beverage production, agricultural produce and related food businesses. The brand’s farms and production facilities are based in Dhofar, and its portfolio includes fresh milk, laban, yoghurt, fresh juices, flavoured milk, long-life products, water and labneh.
That local production story matters as Oman continues to support food security, domestic manufacturing and value addition under wider economic diversification goals. Dairy and juice products occupy competitive shelf space in the Gulf, where regional players, private labels and imported brands compete on price, freshness, distribution and health positioning. For a brand rooted in Dhofar, linking product identity with Khareef gives it a seasonal asset that larger imported competitors cannot easily replicate.
The mechanics of the campaign also reflect changing consumer engagement patterns. Rather than relying only on in-store discounts or mass advertising, Asafwah is encouraging consumers to create shareable content, disclose locations and bring friends into the campaign through tagging. Such activity can expand brand visibility quickly, but it also depends on active participation from consumers who are comfortable using public social media accounts and following multiple steps to qualify.
The dairy and juice brand’s “The Joy of Khareef” campaign runs from June 11 to September 16, 2026, ahead of and through the Khareef Dhofar season, which begins on June 21 and continues to September 21. Consumers are invited to photograph any Asafwah product, post the image on Instagram, tag the brand, add their location and use the campaign hashtags for entry into staged draws.
The prize pool includes 40 return flight tickets to Salalah and 300 Asafwah gift boxes. Draws are scheduled for July 16, August 2, August 31 and September 16, giving the campaign a four-stage structure across the peak travel window. Participants must also comment “I Participated” on the official post, tag five friends, and follow both Asafwah and Dhofar Foods-related accounts, underscoring how Gulf brand promotions increasingly seek measurable digital reach.
Asafwah’s move places a Dhofar-origin brand at the centre of a national conversation around Khareef, the monsoon period that turns the governorate’s mountains, valleys and coastal areas into a cooler, greener destination while much of the Gulf faces intense summer heat. Salalah and nearby attractions such as Wadi Darbat, Al Mughsail and frankincense-linked heritage sites are expected to draw heavy traffic from within Oman and neighbouring Gulf markets.
The 2026 Khareef Dhofar programme is expected to feature 125 cultural, artistic, sporting and entertainment events. That official calendar has widened the commercial opportunity for brands in retail, food, aviation, hospitality and mobility, as families and tourists plan travel around festivals, outdoor attractions and cooler weather. Airlines have also increased capacity for the season, with more than 520,000 seats planned to and from Salalah, including expanded Muscat-Salalah frequencies and regional connections from Gulf cities.
The campaign carries a clear brand message: Khareef is not only a destination experience but also a cultural mood that can be shared across the Sultanate. Asafwah has framed the promotion around “Wherever You Are – Asafwah Brings You The Joy of Khareef,” seeking to extend the imagery of mist, greenery and Dhofari freshness into supermarkets, households and online feeds beyond Salalah.
The company’s background gives the campaign added local resonance. Asafwah Dairy & Beverages is part of Dhofar Foods & Investment SAOG, a publicly listed group with operations in dairy farming, animal feed, dairy and beverage production, agricultural produce and related food businesses. The brand’s farms and production facilities are based in Dhofar, and its portfolio includes fresh milk, laban, yoghurt, fresh juices, flavoured milk, long-life products, water and labneh.
That local production story matters as Oman continues to support food security, domestic manufacturing and value addition under wider economic diversification goals. Dairy and juice products occupy competitive shelf space in the Gulf, where regional players, private labels and imported brands compete on price, freshness, distribution and health positioning. For a brand rooted in Dhofar, linking product identity with Khareef gives it a seasonal asset that larger imported competitors cannot easily replicate.
The mechanics of the campaign also reflect changing consumer engagement patterns. Rather than relying only on in-store discounts or mass advertising, Asafwah is encouraging consumers to create shareable content, disclose locations and bring friends into the campaign through tagging. Such activity can expand brand visibility quickly, but it also depends on active participation from consumers who are comfortable using public social media accounts and following multiple steps to qualify.
Topics
Oman