INSITE OOH Media Platform

Just in time for the call to Maghrib, KFC’s Ramadan campaign takes over Cairo’s highways with a glowing declaration that turns a simple bucket of chicken into the season’s most anticipated gathering.

The twilight sky gradient dominates the billboards’ background, reminding one of the sky before Iftar time, with the hanging lanterns, crescents, and stars providing soft lighting to the scene. Just like their prior appearance, KFC stands boldly in the middle in white, with the product name “El Lamma Bucket” in warm red Arabic script below it. This is not just the name of the product; this is the cultural message that the brand is trying to convey to its audience. During the month of Ramadan, the word “lamma” does not just mean together; it means family, friends, and the breaking of bread together.

The lower part of the billboard complements the image and the message perfectly, with the KFC bucket overflowing with crispy chicken and golden fries, accompanied by soft bread and bowls of their golden rice, all bathed in the same twilight sky background. The food looks almost dramatic, as if the hero of the Iftar table is ready to be devoured and shared with the people around you, with the lanterns again playing their part in visually connecting the spiritual atmosphere of the month with indulgence.

Even the red hotline box, with its prominent display of the numbers 19019 and the words "Order Now," slices through the darkness with a sense of urgency, effortlessly moving the viewer from feeling to doing.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about the KFC campaign.