The Aptly Named, Exception, Appears on Greater Cairo's Outdoor Billboards
Egyptian Bakery & Pastry chain Exception has launched a new outdoor campaign to promote their oriental sweets that celebrate the holy month of Ramadan 2025. This is Exception's second appearance on Cairo’s outdoor advertising scene since their previous successful OOH appearance was during November 2018 when the store was promoting their oriental sweets in celebration of the birth month of Prophet Muhammed (PBUH.) Exception is currently back on billboards stronger than ever with a massive OOH campaign that is widely distributed across Greater Cairo, taking several advertising forms and formats, attempting to reach the largest number of consumers and viewers.
The main tagline used in the campaign translates to “Exception Sweets Will Take You To Exceptional Places.” The visual portrays a man sitting down holding his guitar, and eating the popular Ramadan snack, Qatayef, which are similar to mini pancakes that are fried and covered in pistachio and sugar. The visual also portrays another oriental sweet called Zalabiyeh, which are fried balls that are covered in syrup. The ad visual also demonstrates the signature mango Kunafa by Exception along with the original Kunafa and Pistachio Kunafa which are bound to get consumers’ taste-buds working.
Another visual shows a man sitting in a living room with Mexican clothes on, eating what seems to be Baklava while there is also a plate of Balah Al-Sham in front of him. The same tagline is used since it is unified in the whole campaign. Another visual shows Exxception’s Ramadan sweets in gold plates next to a window that shows the crescent Ramadan moon outside. It really gives off the essential Ramadan vibes.
A separate visual shows a lady holding a plate of traditional sweets, welcoming her guests to try some after Iftar time. Another ad visual shows a couple, a man on a chair and a woman next to a table full of oriental sweets. This sends the message that Exception Pâtissier is for everyone and does not target a specific age group or gender. The billboards prominently display Exception’s official logo to raise brand awareness and familiarity throughout the Egyptian population. The billboards also offer the brand’s main hotline for consumer inquiries or additional information.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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