Following the celebration of Mother’s Day, Egyptian dairy producer Juhayna has launched a new OOH campaign to show gratitude and support for all mothers.

The campaign is based on emotional marketing techniques and aims at promoting Juhayna Milk as the “100% natural choice with no added powdered milk”. Over their regular blue branded backgrounds, the ads feature a carton of milk that symbolises the flow of life, with the figures of a mother and daughter along with ad copy that reads “We Support Egyptian Mothers”.

Launched during the first week of April, the campaign uses large and x-large uni-poles, double-decker poles, billboards, mega signs, and some die-cuts of great creativity in various locations across Cairo.

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