INSITE OOH Media Platform

This Ramadan, Forni isn’t picking a side between iftar and suhoor, it’s claiming both, splashing Cairo’s billboards with a campaign that feels made for every table, every gathering, and every last-minute “what are we eating?” moment.

The new campaign features rich shades of blue, resembling the peaceful ambiance of Ramadan nights. The presence of the crescent moon and the images of the lanterns keep the advertisements connected with the essence of the holy month without overwhelming the product. Against the serene and peaceful ambiance of the backgrounds, the pizza and the pastry packs of Forni take center stage, stacked and placed at the forefront to be visible from a distance.

The ad copy reads, “An achievement”, giving the message that the quick and easy cooking of the pizza and the pastries is an achievement, considering the importance of time during the holy month. The text also reads, “Iftar and suhoor, pizza ready in minutes,” eliminating any ambiguity about relevance.

The message is quite simple: whether you’re breaking your fast or preparing for it, Forni fits right in. Another billboard features the phrase "One dough, a thousand recipes," which elevates the brand beyond the confines of the ready-made food into the realm of the essential.

The effectiveness of the campaign, however, comes from the campaign’s understanding of the habits during the holy month. With busier homes, more frequent gatherings, and the need for food to be copious and convenient, Forni has managed to place itself not only within the aesthetic of the holy month but also within the dialogue of the two most essential times of day.

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.