INSITE OOH Media Platform

PepsiCo’s Chipsy has rolled out a new out-of-home campaign across Egypt in support of its latest FIFA-related activation which encourages consumers to scan a code for a chance to win tickets to the 2026 FIFA World Cup and other prizes. The campaign is fronted by Akram Hosny and Tamer Hosny, a pairing that immediately injects a lighter, more playful energy into the rollout on the road.

The campaign is playing directly into the chemistry that already exists between Akram Hosny and Tamer Hosny, both of whom have strong comedic and entertainment associations with Egyptian audiences, and not treating them like standard celebrity endorsers. The two know each other already, having worked together on entertainment projects and public-facing content, making the visuals feel more conversational than staged.

The food and beverages campaign is impossible to miss, especially following their previous appearance. Chipsy’s signature yellow dominates the layouts across billboards, making the campaign an almost instant brand cue even before the logo registers. Against the often visually crowded roads of Cairo, the saturated yellow works as a branding and attention-grabber, while the red Chipsy logo maintains the identity across every placement. The rollout shifts between different football-viewing scenarios, rather than rehashing one specific setup.

In some visuals, the atmosphere feels like a stadium moment, with Akram and Tamer positioned inside a football arena holding Chipsy bags while promoting the FIFA ticket giveaway. In others, the campaign moves into more relatable viewing rituals — friends gathered around snacks, football nights at home, and the familiar social atmosphere tied to major matches in Egypt.

The rollout skips across different football-viewing scenarios, rather than repeating one exact setup. Some visuals spark a stadium moment with Akram and Tamer inside a football arena clutching Chipsy bags while shouting out the FIFA ticket giveaway. In other instances, the campaign moves to more identifiable viewing rituals – friends gathered with snacks, football nights at home, and the familiar social atmosphere that comes with big matches in Egypt.

That blend of stadium fantasy and everyday viewing habits is what gives the campaign personality. The messaging taps into the very local habit of football gatherings, snacks on the table, loud reactions, and collective viewing experiences. The copy itself keeps that tone casual and direct, with lines like “There’s no football without Chipsy” becoming an easy, highly readable punchline on large-format placements.

From a design standpoint, the campaign is purposefully simple. Large product packs remain clearly visible, celebrity placement takes center stage, and the QR-driven mechanic is integrated without overcrowding the design. The visual hierarchy stays straightforward: celebrity first, product second, offer third. That structure works well for fast-moving roadside environments where readability is more important than excessive detail.

Repetition and scale are also key benefits of the campaign across the wider OOH rollout. Multiple placements along major roads reinforce both the FIFA partnership and the Chipsy branding, while the consistent yellow-and-red palette creates strong continuity between formats.

Here, Chipsy isn’t trying to be slick or cinematic. The humour, football references, celebrity chemistry, and bright visuals all tap into the kind of loud, energetic mood that’s already associated with football culture in Egypt — so the campaign doesn’t feel like a formal promotion, but instead an extension of match-day rituals themselves.

To learn more about OOH campaigns in Egypt, visit MOOH, your local OOH intelligence data provider with international standards.