Majid Al Futtaim – Hypermax Launch

Faced with a nationwide boycott that impacted Carrefour’s reputation in Jordan, Majid Al Futtaim made the strategic decision to replace Carrefour with HyperMax, a locally-driven retail brand designed to rebuild trust and demonstrate a long-term commitment to Jordan’s economy and community. Bidaya MarCom was tasked with leading the communications for this critical transition, crafting a transparent and effective strategy to engage stakeholders, manage public perception, and ensure a smooth launch. This included developing a phased communication strategy, creating Arabic and English key messages positioning HyperMax as a standalone local brand, and executing pre-launch briefings for employees and suppliers to reassure them about job security and ongoing partnerships.

To amplify the launch, Bidaya delivered a comprehensive multi-channel campaign, producing all assets including digital and print ads, in-store signage, social media content, and the brand tagline “المحلي بمحله” to reflect HyperMax’s local identity. We engaged media outlets and key influencers, securing widespread positive coverage and endorsements. Our transparent communication approach strengthened loyalty among employees and suppliers while fostering public trust in HyperMax as a responsible and authentic local brand. The result was a successful market entry, positioning HyperMax as a promising new player in Jordan’s retail sector.