INSITE OOH Media Platform

Egypt’s beloved household brand, Crystal, has rolled out a new outdoor advertising campaign across Cairo’s billboards, one that brings home-cooked comfort to the city’s bustling streets. Following their prior appearance, the new campaign mixes authenticity, warmth, and cultural familiarity, inviting viewers to reconnect with the joys of home-cooked meals and the simple pleasures that come from sharing food made with care.

This billboard presents a cheerful young woman in a casual, cozy kitchen setting, holding out a steaming spoonful of food, a gesture so personal and inviting. Instantly, the advertisement is humanized with her warm smile and friendliness, evoking that sense of domestic connection that resonates deeply with Egyptian audiences. The kitchen backdrop, with its oven and countertop and a perfectly baked dish to the fore, reinforces the essence of everyday cooking.

The right side of the billboard displays her signature products, cans of vegetable ghee and butter, with their distinctive red-and-green branding. The slogan is noted in Arabic, translating to “We're cooking it together", summing up the message of shared experience and collective enjoyment that the campaign is endeavoring to drive home. It transforms the act of cooking from a solitary task into a communal ritual and a moment that brings families, friends, and even neighbors together.

From a creative standpoint, Crystal's campaign succeeds in blending emotional storytelling with product relevance. The inviting gesture of the woman offering a spoonful-not only does it capture the attention, but also symbolically invites passersby into the Crystal kitchen, which feels like home. 

To find out more about the campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.