Al Maleka Pasta comes in a new shape with an OOH campaign

Savola Group introduces Al Maleka Pasta on Cairo's billboards with a new shape on a massive rebranding campaign, more than a year later since its last campaign for Rawaby.

The famous pasta brand decided to change its packaging design into a new shape but with no big difference in the brand colors, re-touching the brand image for the pasta lovers. Al Maleka was seen on the billboards with a visual of two Al Maleka packages in the middle of raw wheat under a sunny blue sky, to illustrate originality and natural quality of ingredients which the pasta is made of. The slogan "You, Al Maleka, and your skills" is all that's written for the copy to keep it simple and efficient, putting into the consumers' minds that Al Maleka pasta is all you need with all your secret recipes and cooking tricks.

The campaign came up on Cairo's billboards at the end of February, using uni-poles, billboards, and double-decker poles across several locations in Cairo, Egypt.