Sunshine Tuna Launches a Promotional OOH Campaign with a Chance to Win Gold
To celebrate years of being a staple in Egyptian kitchens, Sunshine Tuna is blowing it out of the water with a city-wide OOH campaign that's as celebratory as it is wide. Cars, cash, and even actual bars of gold are all on offer from Sunshine this time around, and the billboards are the proof, following their last anniversary campaign. From the retro vibe to the generous prizes and eye-catching creative, the campaign succeeds in doing what Sunshine set out to do: turn ordinary tuna into a golden opportunity.
Spotted above Cairo's most traffic-clogged avenues, from Mehwar and October Bridge to Salah Salem and beyond, the campaign visuals are high-energy and celebratory of their “30 Year” presence. Giant '100' characters dominate the boards, emblazoned in electric blue and edged with sparkles, while the rest of the visual storyline is bathed in bright orange and gold, a strategic nod to both Sunshine's iconic branding and the reward: 100,000 EGP worth of gifts and a car raffle.
What truly makes this campaign is the switch between the two visual directions. One execution focuses on the numeric celebration and the car reward, while the second direction places the emphasis on gold bars, placing the product alongside sparkling bullion. It's an old-school FMCG strategy revitalized through quality rendering, consistent layout rationale, and cleverly optimized product showcase across formats.
Even the billboard text gets in on the nostalgia and celebration. "You kept us fed — and made us win” cleverly plays on the relationship Egyptians have with long-standing pantry staples. It's a tagline that puts the consumer not just as a buyer, but as a co-conspirator in the brand's destiny.
Also prominent is the brand's alignment with digital platforms Aman and Talabat, subtly promoted in the corner of each visual. It's a strategic touchpoint, modernizing the giveaway via simple purchase and payment options, bridging old-school FMCG practices with new-world convenience.
Visit Monitoring Out of Home (MOOH), a specialised media intelligence firm and analytic system operating in Cairo and Dubai, for additional information on this and other campaigns. They provide all the campaign's specifics, including its type, kind, location, budget, media plan, and more.
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