INSITE OOH Media Platform

As Nestlé Egypt launches a colorful campaign to introduce KitKat Chunky Pistachio Kunafa, the newest product in the KitKat lineup, Cairo's streets have recently become a little sweeter. The campaign is visible to commuters in high-traffic areas of the city, such as underpass placements, roadside displays, and billboards on bridges.

The billboards highlight the new flavor while drawing attention from a distance thanks to KitKat's distinctive red branding (similar to their last OOH campaign), and a striking pistachio-green backdrop. The KitKat Chunky Pistachio Kunafa bar is positioned in the middle of the images, with a red label indicating that it is "new" and Arabic text. A cross-section of the chocolate bar and pistachio imagery are also included in the creative, highlighting the combination of the regionally inspired kunafa-pistachio filling and KitKat's iconic wafer.

The campaign's local flavor adaptation is what makes it so successful. Customers are instantly drawn to kunafa, a dessert that is deeply ingrained in Egyptian and Middle Eastern cuisine. Nestlé presents the product as both innovative and culturally relevant by fusing this well-known flavor with the well-known KitKat brand. This makes the message simple to comprehend in a matter of seconds, which is crucial in outdoor advertising settings.

The placement strategy of the campaign increases its impact even more. Major roads and bridges are dominated by large-format billboards, and additional placements beneath flyovers and along busy city routes draw in both cars and pedestrians. The launch message is reinforced and brand recall is strengthened when the striking red-and-green color scheme is repeated in various formats.

With this launch, Nestlé Egypt capitalizes on the expanding trend of international food and beverages companies adapting flavors for local consumers, transforming a traditional chocolate bar into a product that feels suited to regional preferences. As a result, the KitKat Pistachio Kunafa campaign connects with consumers through a flavor profile that is both nostalgic and novel, in addition to standing out visually throughout Cairo's urban landscape.

Find out more data about Nestle Egypt’s campaign here at MOOH, a monitoring out-of-home intelligence data provider working in Cairo & Dubai