Egyptian confectionery company El Bawadi launches a new OOH to advertise their Tahina this month. Grasping the chance of Ramadan, El Bawadi advertises its Tahina product with the slogan “what you won’t eat, is edible” to stress that their product adds deliciousness to food. El Bawadi for Food Manufacturing, a brand specialized in producing different sizes of Tahina and Molasses in addition to different types of Halawa, was acquired by Harvest Food Co., a renowned innovator in the food canning industry in the Middle East since 1998. The logo of El Bawadi is bounded in a circle of Tahina and the word “edible” is written in the same color of the Tahina to stress on the message. The balance in the ad was informal since the copy took about 60% of the ad’s horizontal space. The campaign uses Medium, Large, and X-Large uni-poles, some Double-decker poles and many Gates across the Greater Cairo, including the highest trafficked roads, like 6th of October Bridge, the Ring Road, and 26thof July Bridge.
