Fatafeat wins exclusive content partnership deal with Facebook MENA



Fatafeat, the home of Arabic cooking, has achieved an exclusive food content partnership with Facebook MENA. The one-year agreement will see the region’s favourite cooking channel delivering over 2,000 long-form content pieces which viewers will be able to access via Facebook Watch – the platform’s in-build video-on-demand service.

Building upon Fatafeat’s existing strategy of diversifying consumer touchpoints to make Fatafeat content more readily available for fans, the deal will see Fatafeat’s Facebook followers gain access to up to six pieces of new content each day.


The roster of content includes quick recipes, behind-the-scenes videos, hands & pans recipe videos, and more, in addition to snippets from Fatafeat’s famous shows such as Matbakh Manal AlAlem, Matbakhna Al Arabi, and May’s Kitchen, to name a few.


Throughout the year, the daily content will follow seasonal trends, including back-to-school specials and summer dishes, starting with Iftar and Suhoor recipe inspiration as part of the upcoming Ramadan season.


Layla Tamim, Commercial Manager at Discovery – the parent company of Fatafeat, commented: “Fatafeat has been working hard to get its much-loved content into the hands of fans across the region, and this is yet another step in the right direction. From the launch of the Fatafeat app – formerly known as Genius Kitchen – to announce a slate of new content in 2021 and now giving fans access to their favourite chefs via Facebook Watch, Fatafeat continues to get better and better.”

At present, Fatafeat has more than eight million followers on Facebook and growing,  offering creative solutions for brand awareness to both Fatafeat and its partners.

For our commercial partners, this agreement with Facebook means that there are even more content opportunities, with Fatafeat’s savvy clients and sponsors already making plans to capitalise on the potential for further brand exposure via Fatafeat’s Facebook Watch channel,” concluded Tamim.


Moon Baz, strategic partner manager, Facebook MENA, said: “At Facebook, we recognize the power of video in bringing people together. When we launched Watch internationally, we wanted to give people a place to discover, to talk about their favourite videos with friends and other fans. Our collaboration with Fatafeat embodies that vision by inspiring new connections through timely and culturally relevant content. Ahead of Ramadan, we’re pleased to announce our partnership with Fatafeat and look forward to seeing more people from across our region actively engage in social conversations around the things they love.”

Recently, Fatafeat also announced its production plans for the year, with more than 270 hours of linear content already scheduled for production in 2021, in addition to hundreds of hours of social and digital content.