Omar Marmoush x Lion: A DOOH Campaign That Devours the Competition
No missing it here— Senyorita Group's snack brand Lion is off the chain with a legendary OOH campaign topped by Egyptian football hero Omar Marmoush. Having made some buzz on their online and TV fronts, the brand now hit the streets as well, lighting up key spots around Cairo with a bold, dynamic, and hunger-to-dominance screen billboards, after their previous OOH ad. With its "Unleash the Lion" slogan, the campaign comes behind the fearless personality of the brand and milks Marmoush's newfound celebrity status.
The screens, with their in-your-face, high-contrast photography, also feature gold, almost-movie lighting and tight close-ups of Marmoush that are unapologetically intense. Whether he's purchasing Lion chips or sharing a determined look, the imagery is adding to the idea of hunger, ambition, and power— both symbolic and real. The ad subtitles, "Feast on them all," and "Break free," add to the campaign's boldness, speaking to a generation that sees snacking as part of their hustle. The use of Arabic typography alongside English phrases gives it a sense of contemporariness while being locally rooted.
When it comes to placement, Lion went all out. You’ll spot these digital screens in some of Cairo’s busiest and most high-impact locations; Zamalek, Mehwar, Safaa, Tharwa, Salah Salem, Nasr City, and the 6th of October Bridge. These are high-traffic areas, ensuring massive visibility among drivers, commuters, and pedestrians. The variety of placements, ranging from overhead bridge screens to solo billboards, also guarantees that the campaign reaches its audiences at different points— whether they are stuck in Cairo's notorious traffic or just cruising along for a leisurely ride. The coverage of the campaign is guaranteed, highlighting Lion's bold attempt to be more than just a snack or in the food and beverages industry. It’s also an attitude, and a call to action. With Omar Marmoush at the wheel, this much is clear: Lion has arrived to roar.
ADSenyorita, an Egyptian snack food company established in 1996 and part of the Americana Group since 2006, produces the Lion brand of potato chips. Lion chips are made from fresh potatoes without preservatives and come in various flavors, including chili lemon, ketchup, cheese, salt & vinegar, spicy cheese, salt, chicken, and kebab.
Lion Chips chose Omar Marmoush as its brand ambassador for the "Devour Them All" campaign because he embodies the brand’s bold, energetic, and fearless identity. As one of Egypt’s rising football stars, Marmoush’s speed, agility, and attacking mindset perfectly align with Lion’s intense flavors and youthful appeal. His growing international presence and strong local fan base make him the ideal face to connect with young consumers who crave excitement both on and off the field. The campaign leverages his influence through dynamic ads, social media challenges, and limited-edition packaging, reinforcing Lion’s position as the go-to snack for those who play hard and live with passion.
ADOur sister company, OUTSITE, has reached yet another remarkable milestone, adding another jewel to its crown of success! This campaign stands out for its significant impact, strategically targeting a youthful demographic—precisely reaching Gen Z and Gen Alpha. Perfectly aligned with Senyorita's vision, the campaign effectively showcased the product alongside Omar Marmoush’s appearance, capturing the attention of its intended audience. A true testament to data-driven creativity, this collaboration highlights OUTSITE's expertise in delivering cutting-edge digital advertising tailored to today’s ever-evolving markets.
OUTSITE strategically launched this DOOH campaign across prime locations, including the Zayed Digital Board, Al Mosheer Axis, Nasr City, Zamalek, Mohandiseen, and major thoroughfares like the 6th of October Bridge. These high-traffic areas were meticulously chosen to maximize visibility, effectively reaching a broad audience and driving engagement that converts into tangible sales.
To get more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.
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