INSITE OOH Media Platform

Across Egyptian kitchens, Maggi plays a central role in bringing Ramadan recipes to life. As the holy month approaches, homes across Egypt pull out their trusted recipe books, bringing generations of flavors back to the table. With the right additions, those familiar dishes can be elevated to a whole new level, especially when the brand behind them is one that has been trusted, used, and passed down by our mothers and grandmothers for generations.

Maggi has released an outdoor advertising campaign across Greater Cairo to promote their newest product, Maggi Double Almafroom, with the help of Chef Mohamed Hamed endorsing the product.

The campaign’s bold red backdrop instantly captures attention, staying true to Maggi’s recognizable visual identity while delivering a clear, compelling message: “Turn the ¼ Kilo of beef into a half of a Kilo!” This line directly addresses one of the most relatable Ramadan realities, making the most out of every ingredient while preparing generous iftar spreads for family and guests.

What truly elevates the execution is the creative use of a die cut. The billboard features a larger-than-life pack of Maggi Double Almafroom extending outward from the frame, creating a striking 3D effect that breaks the boundaries of traditional static OOH. The product quite literally pops out toward commuters, reinforcing the idea of abundance and amplification. This dimensional approach not only enhances visibility from a distance but also strengthens product recall in a cluttered outdoor environment.

Positioned across high-traffic areas in Greater Cairo like 6th of Oct Bridge, the campaign ensures maximum exposure during peak commuting hours, just as families begin planning their Ramadan meals. By combining cultural insight, a trusted chef endorsement, and an impactful die-cut design, Maggi successfully transforms a simple product launch into a visually memorable Ramadan statement, proving once again that small additions can make a big difference at the table.

You can reveal more about any OOH campaign budget, locations, and more by visiting MOOH, Egypt, and The Emirates OOH-dedicated analysis system and Media Intelligence.