Cheese is rarely just an ingredient, and it’s definitely not worth getting wrong. And that’s exactly the message behind Avanti’s latest campaign.
Avanti is a premium brand offering top-quality cheese varieties. In an increasingly crowded market, the brand faced the challenge of ensuring its cheese quality translated clearly to it’s audiences. As a result, the agency ProAds and director Sherif Mounir Abdelghany crafted a humorous and engaging film campaign to highlight this message.
The campaign’s media rollout included digital platforms, social media and out-of-home billboards,
“Just like” Avanti starring Samy Maghawry
Featuring the beloved Egyptian comedy actor, Samy Maghawry – who resonates well with all ages, and resonates deeply with the target audience – the team executed a simple idea: there’s truly no substitute for Avanti.
In the film campaign, a customer – who in this case is Samy Maghawry – insists on Avanti cheese while the seller tries to offer a different brand on promotion. Through a series of comedic, almost musical comparisons, the customer humorously demonstrates that nothing is truly “just like” Avanti.
“The core idea of the campaign was driven by the fact that Avanti is a premium brand facing competitors who offer lower prices but not the same quality. The main vision was to highlight our unique quality and value for money. Sameh Maghawry, who brought a fresh and lighthearted twist by singing in the ad, helping the campaign connect uniquely,” says Sherif Mounir Abdelghany, Film Director.
The main goal of the campaign was to strengthen customer loyalty and, secondly, to increase brand awareness while highlighting Avanti’s high-quality cheese. In short, the message was: Avanti is simply in a league of its own.
“We targeted families and mothers in the A and B classes, especially around the back-to-school season,” says Abdelghany. “We localised the campaign by carefully choosing everything from the song lyrics to the celebrity and even the supermarket setting, ensuring the campaign felt relevant and engaging locally.”
The campaign success was evaluated by monitoring social media engagement and positive feedback, which translated into increased orders and sales. “We can gauge this from the brand’s Facebook and Instagram pages, especially since this was their first campaign there,” says Abdelghany.
The campaign garnered over 4.2m views on Instagram, 1.6m on YouTube, and 9m on Facebook. Following the initial film, the campaign continued with a series of videos starring Samy Maghawry. These follow-ups maintained the brand’s message with a playful twist, featuring cheeky slogans such as, “Mr. Samy doesn’t eat anything except Avanti cheese.”
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Credits:
Agency: ProAds communication: karim el shabrawy – Baher fahmy
Creative Director: Baher Fahmy
Agency producer: Dina Abdelkhalek
Account manager: Rania Abdelkreem
Graphic designer: Rana Salama
Executive Producer: Mohame Sherif
Producer: Dina Khoshala
Assistant Producer: Haneen
Post Producer: Hadir
DOP: Tarek Hefny
Foucs Puller: Galela
Stylist: Shams Eloraby
Art Director: Fatma Nahas
1st AD: Wael Mandour
2nd AD: Mai Hamdy
Food Stylist: Judy
Casting Agency: Keeva
Onset Photographer: Ahmed Elseify
Music and Sound Design: KLASS
Kareem othman
Hatem
Lyrics by Sherif Mounir
Edit: Ahmed Sherbiny – LZRD
Color Grading: Ahmed Gendy
Directed by Sherif Mounir
