El Doha launches new OOH campaign to promote the nutritional properties of their semolina pasta. In large and X-Large uni-poles, the ads showcase the range of products, while double-deckers serve the brand to single-out some pasta variety, such as penne rigate, over an abstract background of different pasta types that emulate a harvest field. A colorful campaign that will make pasta lovers hungry during their jammed commutes! With the slogan Eat semolina for value and protein and the prompting “Don’t eat dough”, the brand aims at targeting the Egyptian consumers who have increasingly started to worry about what is in their plate. El Doha offers 100% semolina pasta, which is the original Italian pasta style with higher amount of protein and fiber than the usual white wheat pasta. As the fitness and nutrition craze hits us from the Western and Asian countries, many Egyptian brands have started to focus their campaigns on the nutritional value of their products instead of just the price. The rising number of Egyptian citizens looking for nutritional information in the food packaging, as well as the increasing demand for organic products, seems to be changing our market dynamics.
