INSITE OOH Media Platform

KFC also put their chicken wrap on OOH this year, but who did it first?

McDonald’s introduced its chicken wrap to the Egyptian market using OOH back in 2025. After their latest  OOH appearance during Ramadan, they rejoined the outdoor landscape once again, this time announcing the new Barbeque flavor of their chicken wrap.

Based on the campaign rollout across multiple media channels, not just OOH, “Hat-wrap ezay?” appears to be a sales-conversion-driven campaign. Judging by the copy, it is clearly targeted at Gen-Z, who would instantly recognize the double meaning of “Hat-wrap ezay?” reflecting on the word “Rap,” one of Egyptian youth’s favorite music genres today. This is a smart targeting move, especially considering that one of the largest age groups in Egypt is under 30, accounting for nearly 19.9% of the population at approximately 21.3m, according to 2025 CAPMAS data

Using wordplay in this copy is a strategically aligned choice with both the campaign idea and the target audience. The phrase “Hat-wrap ezay?” cleverly plays on Egyptian youth slang written in Franko-Arabic, meaning “Which wrap would you choose?”. This approach highlights the product clearly without overcomplicating the message while also creating an “inside joke” effect, making the audience feel the brand speaks their language and understands their culture. Overall, the wordplay strengthens relatability, boosts memorability, and enhances engagement, especially among younger audiences who connect with informal, culturally relevant communication.

Following this localization masterclass in copywriting, McDonald’s extended the same approach to the visuals. They used their signature brand colors while integrating Cairo’s landscape within their iconic golden gradient background. The two chicken wraps were positioned at the center, accompanied by side sauces and descriptions. On the far right, they placed their phone number, while the opposite side featured a “Download the application” call to action. The tagline was positioned above the entire composition, ensuring clarity and instant readability for commuters.

The campaign's placements are the most critical component of a successful OOH campaign. multiple locations distributed across some of Cairo’s busiest streets, McDonald’s is likely to receive a strong wave of calls and orders for their new chicken wrap.

To uncover more on this campaign, check out Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo and Dubai.