Kuwaiti brand Americana Group has launched a new OOH campaign to promote the main varieties of their canned fava beans. Since the company launched a new factory in Egypt to serve canned beans to most of Africa from here, they focused on delivering products akin to the Egyptian consumers taste, and revived the “Foul el Edra” recipe. For this Ramadan campaign, Americana has gone truly traditional: with juxtaposed images of a mesaharaty at night-time and a canon at sunset, each side of the ad offers a different background as well as a different variety. The mesaharaty calls for Suhoor with beans in tomato sauce, while the cannon calls for Iftar with beans in lemon and oil. The slogan “The local beans in a can” joins both sides in every ad. Mega-signs, uni-poles and billboards showcase this yummy campaign across the Greater Cairo.
