Dough Collection
A launch for three new dough bases - spicy, sourdough and matcha - shot as if the wraps and flatbreads were fashion accessories, each dough given its own colour. It ran on OOH, in-store traymats and screens, Google and YouTube, WhatsApp CRM, delivery-aggregator banners and cinema, with about fifteen food, fashion and lifestyle influencers.
- The brief
- Gen Z diners across Zaatar W Zeit's markets, for the launch of three new doughs.
- The idea
- Spicy, sourdough and matcha doughs were shot like fashion accessories, each in its own colour, running for six weeks across outdoor, in-store traymats, YouTube, WhatsApp, delivery apps and cinema, starting in Lebanon.
- What to borrow
- Styling food like fashion gives a familiar menu item the visual novelty a younger audience notices.
| Brand | Zaatar w Zeit |
|---|---|
| Agency | Feer McQueen |
| Talent | Cybelle Bou Chaaya |
| Channels | OOH, digital, social, in-store, cinema |
| Source | Campaign Middle East |
What other food brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Kitopi | The Emirati Chef's TableExperiential · 6 Oct 2025 | Experiential | – | 6 Oct 2025 |
| Marmum | Marmum Back to School 2025Integrated campaign · 29 Aug 2025 | Integrated campaign | – | 29 Aug 2025 |
| Pickl | 10,000 free burgers for International Burger DayDigital/social · 29 May 2025 | Digital/social | – | 29 May 2025 |
| Kitopi | 10 Restaurants, 10 Days, 10 AEDIntegrated campaign · 16 May 2025 | Integrated campaign | – | 16 May 2025 |
| Kudu | كودو.. من ربعك (One of Us)Integrated campaign · 10 Dec 2024 | Integrated campaign | VML | 10 Dec 2024 |
| KFC / Pizza Hut India (Sapphire, Devyani franchisees) | Opportunity4AllPurpose · 8 Oct 2024 | Purpose | – | 8 Oct 2024 |
| Kudu | Earn before you spendDigital/social · 12 Aug 2024 | Digital/social | VML | 12 Aug 2024 |
| CATRION | Saudi Airlines Catering becomes CATRIONRebrand · 15 Oct 2023 | Rebrand | – | 15 Oct 2023 |
