INSITE OOH Media Platform

Egypt's roads are becoming distinctly greener as Ramadan hails upon us. Knorr, the brand owned by Unilever, has launched a sentimental Out-of-Home campaign that capitalises on the most sentimental custom of the season: making iftar. The brand markets itself as the go-to kitchen partner for quick, tasty meals during the holy month of Ramadan with the tagline, "In Ramadan, Knorr solved it."

With a unified visual system centered on Knorr's iconic green backdrop, colourful food photography, and straightforward product focus, the food and beverages campaign dominates major roads. Every dish, from creamy pasta bakes to kofta and molokhia, showcases a traditional Ramadan staple and is paired with the appropriate Knorr product that "solves" the dish.

However, the innovative use of a die-cut billboard execution is what really makes this rollout stand out. A pot of molokhia appears to pour straight off the upper billboard into a bowl on the lower panel beneath it in one particularly striking placement that has a dramatic three-dimensional extension. Thus, a typical roadside structure is transformed into an immersive visual moment by the cascading green soup, which bridges the two formats. 

The message is physically dynamic due to this multi-layered approach, much like their last campaign. Knorr transforms static media into a scene that feels alive by staging the act of serving rather than just displaying a dish. In addition to adding depth, the die-cut component highlights the concepts of warmth, abundance, and serving—all of which are essential to Ramadan dining customs.

The campaign strategically capitalises on the distinct patterns of consumer behaviour that occur during Ramadan. Families get together every day, meal preparation gets more intense, and food variety becomes crucial. Knorr positions itself as the stress reliever during a high-pressure cooking season by emphasising seasoning solutions and ready-to-cook mixes. The copy is still straightforward and self-assured; a clear emotional assurance that we've taken care of it.

The large-format product photos and plated dishes immediately pique the interest of passing cars, and the consistent green visual identity guarantees strong brand recall across several locations. In order to bridge the gap between ingredient and final product, the campaign also cleverly switches between hero product packs and completed dishes.

By appealing to the most common daily ritual of the month—Iftar—Kronr's food-first visuals succeed. Knorr has succeeded in transforming Egypt's highways into an extension of the Ramadan dinner table by using striking die-cut execution, strong product staging, and bold colour blocking. And it appears that Ramadan gets tastier with Knorr this season.

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.