Edita comes back to Cairo’s billboards, and this time they're not tantalizing your sweet tooth only — they're doubling the cream and super-sizing the message for Twinkies. The new outdoor campaign of Twinkies Double Cream – Super Size is out on Cairo streets following their previous OOH campaign, and it cannot be missed. With its obviously playful graphics and wide-format splash areas, the campaign re-introduces a youth favorite in a strange, larger format. It’s not the first time Edita has flexed its OOH muscle — we’ve previously seen campaigns for Oniro and Molto that leaned into pop-style color blocking and lighthearted copy. But this Twinkies rollout feels particularly maximalist, and that seems to be the point: if you’re going to double the cream, why go quietly about it? The image here is almost cartoon-like. A royal blue background crashes into a kinetic white explosion of cream, out of which the Twinkies Super Cream bar quite literally explodes. It's crunchy, edible, and unavoidable. The snack itself is caught mid-unravel, its creamy interior fully exposed — appealing directly to impulse. The Arabic copy informs us all: “New Twinkies Double Cream Super Size”. A line that also deals in directness, employing punchy language and chunky font to keep pace with the maximal energy of the image. There's something positively vintage about it — an homage to that early 2000s packaging but reinterpreted for billboard size. And the callout — We doubled the cream filling — is both literal and winked: a product assertion, but also one of excess. This is not a classy campaign trying to be so — it's trying to be boisterous. Relatable. Fun. That is why it catches on. Edita covered broad areas, not only broad. The campaign is seen on Cairo's main bridges and overpasses (October Bridge to Salah Salem and the Autostrad), ensuring mass visibility through repetition. It’s also on lamppost signage along major entry highways like Ramses and Downtown roads, where traffic gridlock intersects with high visibility. Sidewalk overruns under bridges (particularly near Mohandiseen and Garden City), which is a very strategic location for snack food companies targeting pedestrians and microcommuters. The brilliance is in the uniformity of placement height and structure. Instead of mixing formats with abandon, Edita doubled down on visual copy, the same lead visual appearing almost identically everywhere. This creates brand memory fast and reduces visual noise. Even in high-density billboard locations, the placements feel unique because they look like a branded strip. From the hyperbolic cream splash to the in-your-face copy, Edita is reacting to a cultural fact: when it comes to snack attacks, more is best. And in a crowded FMCG environment, that might be the smartest thing of all. For more on this Edita campaign and others, head to Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.
