INSITE OOH Media Platform

Once known primarily as a fast grocery-delivery app, Breadfast now using out-of-home advertising to stake a much broader claim in Egyptians’ daily routines. Its latest DOOH rollout across Cairo and major arteries reframes the food and beverages brand as a reliable, everyday destination for coffee, Belgian hot chocolate, and baked goods, not just last-minute groceries via courier activities. 

The billboard screens are simple but strategic: a signature pink palette dominates the visuals to make them immediately recognizable even at high speed. Large-format coffee cups, croissants, and dessert spreads feature, accompanied by copy such as “With You Every Morning” and “Belgian Hot Chocolate — Try It Now.” 

This campaign targets routine behavior, following their last OOH campaign. These aren't ads asking people to "treat themselves" once in a while. They are positioned along commuter-heavy roads and residential districts along daily routes where morning decisions are made on auto-pilot.

The messaging is subtle but effective: Breadfast wants to be the app you open when you're late, tired, or simply craving something warm and familiar. Coffee and baked goods aren't framed as indulgences; they're framed as defaults.

This OOH push captures Breadfast's broader brand evolution, from what started off as a grocery delivery service that today encompasses a convenience ecosystem, right from breakfast staples and cafe-style drinks to freshly baked items accessible at the tap of a mobile app.

By putting ads outside, rather than in the app itself, Breadfast is signaling confidence in this transition. The campaign isn't educative-the ad assumes people already know about these items. 

Despite the variety of ad media, such as vertical street units, wide bridge billboards, and digital media, the campaign remains consistent in its visual look and feel. Repetition of the pink color, minimal text, and placement of the hero products works well as a recall mechanism. Although the message varies slightly, as shown by shifting to a focus on hot chocolate, the overall look remains familiar.

Such consistency enables Breadfast to compete not only against other grocery store apps, but also coffee shops and cafes, to position itself as an online alternative to the traditional coffee shop stop in the mornings.

The OOH campaign for Breadfast, however, isn’t merely about coffee or pastries; it’s about having a moment; a slow morning, a chilled commute, or a craving. By taking its breakfast products on the streets, the brand cements its position as a fast and reliable companion for everyday life.

While doing this, Breadfast is getting a step closer to becoming an app you use not only when you need groceries but also an app you use because you have become accustomed to using its service.

If you have any additional questions regarding Breadfast’s Campaign, you can visit Monitoring out-of-home (MOOH), the dedicated OOH  media intelligence company and analysis system in Cairo and Dubai, to know the campaign’s budget, types, kinds, locations, and more.