Delicious Things Take Time! McVitie's Joy Has a New Flavor on the OOH Grid
Hi Food for Advanced Food Industries has launched a new out-of-home campaign in Egypt for McVitie’s, introducing its “Joy” biscuit range through a series of large-format billboards.
The food and beverages campaign focuses on a simple product-led message of taking a moment to enjoy. This is evident in the translated line, “Take Your Time With McVitie’s Joy”, which positions the product as a small daily indulgence, with flavours like Coconut Parfait, Hazelnut Fudge, and Raspberry Cheesecake.
After their last OOH campaign, McVitie’s billboards are awash with bright saturated colour blocking. All the main layouts have a dominant blue background, which creates a clean and recognisable base, contrasting against the softer tones of the product visuals. Each flavour has its own unique colour identity, from light blue for coconut to darker brown shades for hazelnut, allowing for rapid differentiation across multiple formats.
At the heart of the compositions are oversized product shots, often accompanied by dynamic ingredient splashes like milk, coconut or chocolate. These elements provide texture and movement without making the layout feel cluttered. The biscuits themselves are stacked or isolated in a way that reinforces familiarity with the brand, whilst still highlighting the new range. The branding is consistent throughout. The McVitie’s logo is positioned prominently at the top of each execution, with the “Joy” tag. A small “New” tag is also consistently placed in the corner, signalling the launch.
The campaign eschews long-form text for short, to-the-point lines that emphasise fun and ease. This method enables easy reading and understanding in high speed environments such as highways and major roads where quick understanding is required.
Placement-wise, the campaign is a combination of horizontal billboards and vertical formats, often in high-traffic urban settings. The brand is remembered better because the same basics – colour, product and layout – are used in all of them, using the same visuals in different places. McVitie’s has launched the Joy range, focusing on a strong visual identity, simple messaging and product-led storytelling.
To learn more about OOH campaigns in Egypt, visit MOOH, your local OOH intelligence data provider with international standards.
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