Rotana is one of Egypt's leading dairy brands
known for its butter and ghee, full of flavor and life
Client: Rotana butter
Industry: Food
Overview
We broke the fourth wall of the Egyptian kitchen. While traditional Ramadan advertising is usually a parade of perfect families, Rotana decided to do the opposite.
Surviving the
"Sea of Sameness"
Ramadan is the Super Bowl of Egyptian advertising—noisy, crowded, and repetitive. Our challenge was simple but brutal:
- Halt the passive ‘zombie scrolling’ of social media users with content that demands immediate attention.
- Communicate premium quality without a corporate lecture. Make natural feel authentic and exciting.
SOLUTION
We launched by setting the rules: No Humans Allowed. Instead of a chef, we let the ingredients introduce themselves. We established the hierarchy of the ingredients, pitting the ‘jealous’ processed oils against the ‘Royal’ Rotana Butter (the posh New Zealander). We utilized impressive cinematic photography usually reserved for high-end drama to turn a simple countertop into a battlefield of flavor.
THE STRATEGY
Authentic Voices, Real Connections
Fake Food Has No Accent
We realized that while other brands were obsessing over ‘perfect plating,’ they were ignoring the soul of the kitchen. Egypt isn’t one flavor; it’s a mix of distinct cultures.
Kitsch Drama
We replaced recipe montages with ‘Kitsch Drama.’ We gave every ingredient a voice and a backstory—from the tough Sa’idi Bread to the gossiping Fellahi Cheese—turning a cooking demo into a cultural soap opera.
Cinematic Precision
To sustain this energy, we utilized fast, clean cuts and polished transitions. This high-energy pace was a strategic choice to ensure the ‘Rotana world’ felt modern, snappy, and impossible to scroll past.
Results
THE NUMBERS DIDN’T JUST MOVE
THEY SHIFTED THE INDUSTRY
15.4M
Views
6.8M
Reach
1.8M
Engagements
Translating digital engagement to the grocery cart
+1297%
Ghee Sales Growth
+93%
Butter Sales Growth