INSITE OOH Media Platform

Cairo’s streets are lighting up once again as Almarai teams up with Donia Samir Ghanem. Since their campaign in January of last year, Donia has become synonymous with Almarai, bringing the brand closer to Egyptians everywhere. Their return marks the revival of a partnership that has already turned the city’s billboards into a showcase of charm, familiarity, and everyday moments that matter.

The campaign dominated high-traffic areas across Greater Cairo, from the 6th of October Bridge to Nasr City and the 26th of July Axis, placing Almarai directly in front of its key audience: daily commuters ranging from students to employees who start their day with Almarai’s products. 

The visuals are a masterclass in show, don't tell storytelling, featuring Donia in different locations and outfits that suit each setting. One striking image shows her with a young student, a school bus in the background, subtly connecting the product to students. Another shows Donia on a balcony enjoying a cup of tea with a cheese sandwich, a scene instantly familiar to many Egyptians. A third captures her accompanying a girl at swimming practice, with the girl enjoying a sandwich afterward, evoking the warmth of everyday family moments.

The rest of the visuals follow the same approach, with Almarai's various cheese products being placed in the visuals, successfully tying Almarai’s broad range of products to diverse demographics across Egypt. All of this is brought together under the tagline: “The Cheese You’ve Always Wished For.”

Almarai’s campaign successfully combined brilliant storytelling with product placement. Bringing families together, connecting with the audiences, and showcasing why its cheese products remain an imperative part of daily life across Egypt.