INSITE OOH Media Platform

Like every year, Etoile Patisserie, Egypt's beloved dessert brand, unveils their yearly outdoor advertising campaign across Cairo, celebrating Eid Al-Fitr. With huge billboards carrying premium-quality images of its top-selling kahk, cookies and treats, Etoile is all set to make itself a crucial part of Egypt's Eid this year and every year..

While being one of the first confectionery brands to announce their Eid Al Fitr offerings, Etoile’s new billboards showcase the stunning array of their bakery products. With attractive close-ups, feature shots of some of the different cookies, biscuits, and traditional Egyptian kahk laid out tastefully on elegant blue trays, Etoile reminds Egypt’s audience of what they have to offer for their favorite time of year. The contrast between the dark blue background and the golden-brown color of the pastries is striking, making the photographs stand out, drawing attention right to them.

A simple and catchy Arabic expression, "El Helw Helw", is distinctly placed on the billboards. The expression, which means something like "The sweet is sweet," takes a play on words founded on a popular Egyptian expression and is therefore easy to remember and relevant. The repetition of the term "Helw" (sweet) underscores the key message of the brand, which solidifies the idea of Etoile's sweets not being just good, but very sweet.

Promoting classical sweets such as kahk aligns with Egyptian consumer preferences, making the campaign not only visually appealing but contextually appropriate for the upcoming celebration.

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.