This campaign by El Abd Patisserie captures the essence of tradition and indulgence, presenting a striking visual that immediately evokes the warmth of Ramadan gatherings. The billboard features their signature chocolate- and white-coated confections, elegantly arranged to highlight their rich texture and tempting appeal. Positioned as a brand deeply intertwined with Egyptian dessert culture, El Abd continues its legacy of delivering nostalgia and quality in every bite. Unlike their previous campaign, which showcased a variety of Ramadan sweets, this iteration takes a more focused approach, honing in on these bite-sized delights. The slogan loosely translated to Mastering sweetness reinforces the craftsmanship and expertise behind their products. The use of intricate Arabic patterns in the design subtly ties back to the brand’s heritage, creating a seamless blend of authenticity and modernity. What makes this campaign effective is its ability to stimulate both visual and emotional appeal. The contrast between the dark chocolate and white coating mirrors the balance between rich and delicate flavors, a reflection of the brand’s commitment to variety. The inclusion of delivery app icons and a hotline also acknowledges evolving consumer behavior, ensuring accessibility in a fast-paced world. El Abd Patisserie once again proves that tradition and innovation can go hand in hand. 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.
