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El Abd Patisserie, a staple in Cairo, is rolling out a celebratory campaign to mark its golden anniversary, coinciding with the joyful Eid al-Fitr festivities. Following their previous campaign that was promoting Ramadan delicacies, the food service mogul just released the Eid campaign. 

The campaign takes center stage with a vibrant billboard across Greater Cairo. Featuring a prominent golden "50" and a box of delectable Kahk cookies, the billboard delivers a warm message in Arabic that translates to “we make Eid and we make Kahk” . This evocative phrase evokes the spirit of celebration and tradition associated with Eid, a time for family, and friends, and indulging in sweet treats.

While the full scope of the digital aspect remains to be seen, the campaign's strength lies in its ability to resonate with a local audience. By tapping into the cultural significance of Eid and Kahk, El Abd Patisserie creates a warm and inviting message.

AD It’s been discovered that the kahk custom was practiced in ancient Egypt, as on Khufu’s pyramid been found drawings proving that the ancient Egyptians followed this habit; moreover, during Islamic history, kahk was a delicacy Egyptians consumed as a sort of celebration.

But speaking of history, El Abd Patisserie has managed to enter history itself, especially when anyone who won’t bake kahk at home, the first option is always El Abd Patisserie. To acquire a big portion in an Egyptian habit that we followed thousands of years ago! 

The current campaign added another dimension to the annual celebratory campaigns that we used to see. The patisserie house added their golden anniversary to the billboards with the tagline “We make Eid and we make Kahk” to add a sense that El Abd has his untouchable share in Eid’s celebration.

The choice of going digital more than the static solution is a brilliant move, while the patisserie house is talking about the past and how an ancient habit like baking kahk is part of their history, they also can digitize their campaign to grab the attention of broader audiences from gen z to Boomers. 

You can reveal more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, and The Emirates OOH-dedicated analysis system and Media Intelligence.