At Wello, the belief is simple: meaningful change does not happen overnight. It is built through small, consistent choices that become part of everyday life. This thinking inspired the Wello 1% campaign, a platform designed to encourage people to improve one small habit at a time and make healthier choices feel more accessible, enjoyable, and sustainable. 

Wello brought the 1% idea to life through weekly recipe content featuring Chef Abdulrahman, who shares easy and delicious ways to make healthier eating part of everyday routines. The campaign also extended into consumer touchpoints through product sampling at padel clubs, fitness centers, offices, and workplaces, allowing people to experience the brand in moments already connected to wellness, movement, and positive lifestyle choices. 

To deepen engagement, Wello launched a social media competition inviting consumers to share their everyday healthy habits for a chance to win prizes worth up to SAR 30,000, with a special Wello box delivered to the first 200 participants. This created an opportunity for the community to participate in the campaign, share their own version of progress, and connect with the brand beyond product trial. 

The 1% experience was also brought to life internally across Basamh Group through Wello Wednesdays, where our beloved character “O” shares a new recipe every week to inspire healthier habits in the workplace; along with an internal competition.  

Through the Wello 1% campaign, we aim to create impact beyond awareness by encouraging real participation, product experience, and habit formation. By making healthier choices feel simple, enjoyable, and achievable, Wello is building stronger relevance with consumers while reinforcing its role as a brand that supports everyday progress, one small step at a time. 

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