INSITE OOH Media Platform

With Ramadan settling over Cairo and the city shifting into its familiar rhythm of sunset anticipation and late-night gatherings, a new outdoor campaign from McDonald's has quietly taken over the skyline; simple, confident billboards that feel less like advertising and more like a seasonal announcement that the month has truly begun.

Following their prior appearance, the first billboard hosts Macdonald’s usual golden yellow background with the Arabic copy “Lamma Offer” in playful, rounded font that resembles inflated calligraphy with a soft red shadow that evokes the sense of celebration. A small moon icon with sparkles is subtly included, immediately referencing the significance of the month of Ramadan. There is no visual element competing with the text. Instead, the emotional connection that tonight is for breaking bread with others feels deeply personal, especially in a city where receiving an iftar invitation is the norm for the holy month.

The second billboard, placed directly below the first one, visually completes the narrative. A clean design with soft lighting presents the complete image of the McDonald’s Lamma meal on the golden Ramadan-themed background. Burgers, fries, drinks, and the family box are all included, with the latter positioned at the center of the design as if it’s an iftar box waiting to be opened. A bold red ribbon on the right side of the billboard announces the special offer: “Get the full Ramadan meal for 395 EGP, including tax.” The price tag feels more like a celebration ribbon, reminiscent of the decorations, reinforcing both the celebratory tone and the practicality of the deal.

What makes this campaign especially effective, though, is how these two billboards have a conversation, rather than just being two ads on their own. The first board sets up the emotional moment, the invitation, and the second board provides the solution. 

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.