From a Snack to an Everyday Companion
El Abd Foods wanted to leverage its established market presence in Egypt to expand its FMCG line, transforming its snacks from special-occasion treats into everyday staples. The challenge was crafting a unified, cross-platform communication strategy (TV, radio, and social media) that seamlessly integrated the brand into consumers' daily routines and moments.
في أي وقت وكل مكان
We built the campaign around one simple idea: El Abd doesn’t need an occasion. *"في أي وقت وكل مكان"* positioned the FMCG range as an everyday companion — something that could naturally fit into a morning coffee, a drive to work, a quick break, a road trip, or a day at the beach.
Rather than focusing only on the products themselves, the creative and social media strategy focused on the moments around them. This shifted the communication from simply showing what El Abd sells to showing where El Abd belongs in customers’ everyday lives.
One Idea, Everywhere
The idea was designed to extend beyond a single campaign or channel. "في أي وقت وكل مكان" became a flexible communication platform that could move across products, occasions, formats, and audiences while always returning to the same recognizable message.
Lifestyle-led social media content placed the products inside relatable, real-life settings. The campaign also expanded into a dedicated radio jingle and two TV commercials, carrying the same positioning into broader mass-media touchpoints.
Each execution gave the campaign a different context without changing its core idea, creating a consistent integrated marketing communication strategy across digital, television, and radio.
From Communication to Commercial Growth
By connecting El Abd’s FMCG products to everyday behavior rather than specific occasions, the campaign created a communication platform that could remain relevant across channels and continuously generate new content.
The combination of social media communication, two TV commercials, and a radio jingle strengthened the campaign’s reach while maintaining one consistent brand message.
Most importantly, the strategy translated into measurable business performance, with sales increasing 2x —turning "في أي وقت وكل مكان" from a communication idea into a platform for commercial growth.Lifestyle-led social media content placed the products inside relatable, real-life settings. The campaign also expanded into a dedicated radio jingle and two TV commercials, carrying the same positioning into broader mass-media touchpoints.
Each execution gave the campaign a different context without changing its core idea, creating a consistent integrated marketing communication strategy across digital, television, and radio.
