INSITE OOH Media Platform

Just a week after its last campaign, Breadfast is back on Cairo’s billboards, and this time the focus is all about getting homes Ramadan-ready. The courier and grocery delivery brand brings back the spotlight on everyday pain points, but with a lighter, more relatable twist that taps directly into the pre-Ramadan shopping rush.

The campaign features the hilarious Michel Milad, whose comedic timing adds an extra layer of charm and familiarity to the message. The creative highlights those tiny, annoying supermarket moments we’ve all experienced, long queues, missing items, or last-minute Ramadan panic, and flips them into humor. With one simple swipe on the app, Breadfast positions itself as the stress-free alternative, turning chaos into convenience.

This is a well-executed multi-channel rollout, with the campaign appearing across social media and TV, creating strong recall and consistency. The storytelling feels natural, showing Michel Milad as a regular customer who’s genuinely relieved by the service, while the delivery person is portrayed as cheerful and ready to help, reinforcing a friendly, human brand personality rather than just a functional service.

For out-of-home, the brand leans into high-impact, large-format billboards across Cairo. The main headline, “We’re fully prepared for Ramadan,” grabs attention instantly, supported by a smaller line promising “offers and sales on Ramadan’s essentials.” The visuals are clean, product-forward, and easy to read at a glance, making the message effective for commuters and drivers alike.

Final words about the campaign: it's smart and timely, blending humor, insight, and visibility to stay top of mind during one of the busiest shopping seasons of the year.