Leading Egyptian food manufacturer ARMA is back on the roads of Greater Cairo with a new OOH campaign that showcases the versatility of their ghee brand El Hanim. The ads feature a variety of images of home-cooked meals in family environments, with classic frames encasing the chef’s faces imitating history portraits and in line with their rebranded look. The visual and textual elements work to resemble professional cooked meals at hotels and restaurants, and include the slogan “El Hanim can do anything”, which positively empowers the whole concept. Launched during the first week of December, the campaign uses uni-poles, double-decker poles, Gates across Greater Cairo.
