Known for its long-standing presence in Egyptian kitchens, Crystal Ghee has been a staple for generations, and now, it’s back with a fresh new look on billboards from Crystal and Arma Group. This effort is a sequel to their previous OOH campaign, which was a matter of establishing trust and tradition with actress Dina Elsherbiny. These food and beverages billboards are making it clear: Crystal is embracing change while staying true to its roots. The vivid green spots in the visuals immediately evoke a sense of purity and freshness—an interesting difference from the heavy golden color we associate with ghee. The re-packaging is prominently put forward, with the target audience getting a clear view of the new shape while also identifying with the recognizable brand. The words, “A new shape… that whets your appetite”, is a play on words ties into the theme of visual appeal and delicious food. The choice of warm, inviting colors—earthy greens, deep yellows, and crisp whites—reinforces the brand’s connection to nature, purity, and homemade meals. It’s a clever way to make something as traditional as ghee feel contemporary without losing its authenticity. With Ramadan only a few weeks away, the timing of the campaign couldn't be better. As Egyptian families are getting ready for a month of home-cooked feasts, family gatherings, and indulgent suhoors, Crystal Ghee is positioning itself as an essential element of the season's cooking traditions. Whether it's for golden, flaky konafa, buttery basbousa, or the thick, rich stews that define iftar tables, ghee is an essential staple in every kitchen. By launching this campaign now, Crystal is tapping into the shared enthusiasm for Ramadan cooking, reminding consumers that their favorite option just got a brand new face—at the precise moment they'll need it most. Crystal has taken a wide-reaching approach with this OOH launch, ensuring to achieve high visibility in significant traffic-intersecting locations. From the highways to prime intersections, the campaign is positioned in key locations in order to catch the eye of day-to-day drive-through traffic, grocery shoppers, and home preparers. The choice of locations suggests that Crystal is targeting both its loyal customer base—who already trust the brand—and a newer, younger audience who might be drawn in by the fresh, modern aesthetic. With this campaign, Crystal walks the line between innovation and tradition and shows that even the most traditional brands can find new ways of being relevant. To find out more about the campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.
