#Passant El Ghannam Archives - Campaign Middle East https://campaignme.com/tag/passant-el-ghannam/ Tue, 12 May 2026 09:59:09 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png #Passant El Ghannam Archives - Campaign Middle East https://campaignme.com/tag/passant-el-ghannam/ 32 32 Cover Feature: From a pitch to a partnership https://campaignme.com/cover-feature-from-a-pitch-to-a-partnership/ Mon, 11 May 2026 05:00:34 +0000 https://campaignme.com/?p=121791 A strange paradox has been normalised at the heart of the brand-agency partnership landscape in the Middle East. Brands claim that they want sharper thinking, strategic consumer insights, stronger distinctiveness, larger share of voice, tangible returns on investment and creative work that connects with communities long after campaigns end. Yet, current pitch systems and the […]

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]]> Marketing Game Changers Awards Winner 2025: Passant El Ghannam https://campaignme.com/marketing-game-changers-awards-winner-2025-passant-el-ghannam/ Thu, 04 Dec 2025 13:23:23 +0000 https://campaignme.com/?p=112748 Passant El Ghannam has been named a winner of Campaign Middle East’s Marketing Game Changers Awards for 2025. The awards recognise client-side marketers whose work delivered excellence across six criteria: Leadership & Talent Development, Creativity & Innovation, Performance & Business Impact, Brand Building, Social Impact and Industry Contribution. The Marketing Game Changers Awards were launched […]

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]]> Heinz Ketchup Zero sees market share rise with talking fridge activation https://campaignme.com/heinz-ketchup-zero-sees-market-share-rise-with-talking-fridge-activation/ Thu, 04 Dec 2025 10:34:02 +0000 https://campaignme.com/?p=112689 To launch its first zero sugar, zero salt ketchup, Kraft Heinz took over Dubai in October with a blend of experiential activations, e-commerce innovation, and playful digital storytelling. The campaign tapped into culture and community in an effort to match the brand’s signature cheeky tone. At the heart of the ‘Zero Hour’ campaign was a […]

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]]> Campaign’s event wrap: Leaders debate agentic AI adoption, creativity vs tech, platforms vs open web https://campaignme.com/campaigns-event-wrap-leaders-debate-agentic-ai-adoption-creativity-vs-tech-platforms-vs-open-web/ Fri, 12 Sep 2025 13:45:55 +0000 https://campaignme.com/?p=108488 Campaign Middle East has successfully concluded its fourth event of the year – Campaign Breakfast Briefing: The Future Is Now 2025. The event witnessed a room full of client-side marketers, agency and adtech leaders dive deep into critical conversations on bringing back the spark of discovery and the joy of online shopping; balancing the benefits of the […]

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]]> Heinz activation trades ketchup sachets for a Heinz bottle in Dubai https://campaignme.com/heinz-trades-ketchup-sachets-with-heinz-bottle-in-dubai/ Thu, 17 Apr 2025 09:16:42 +0000 https://campaignme.com/?p=100926 The Heinz Trade-Up, running from April 16 to April 20 allows residents the opportunity to use their unwanted ketchup sachets as currency to get a bottle of Heinz ketchup. With a custom-designed Heinz vending machine placed at Jumeirah Village Circle, Jumeirah Beach Residence, Discovery Gardens and Bur Dubai — Heinz is giving consumers a solution […]

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]]> Heinz launches cinema ad campaign that is ‘interrupted by a movie’ https://campaignme.com/heinz-launches-cinema-ad-campaign-that-is-interrupted-by-a-movie/ Tue, 08 Apr 2025 12:17:23 +0000 https://campaignme.com/?p=99877 Heinz has launched what it claims is the first ad interrupted by a movie with Post Post-Credits, a cinema ad campaign that plays in two parts. The first half will tease before the movie begins, but to catch the whole spot, viewers will have to wait till after the end credits roll. Only those patient […]

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]]> Heinz goes brandless to celebrate Saudi National Day https://campaignme.com/heinz-goes-brandless-to-celebrate-saudi-national-day/ Thu, 19 Sep 2024 09:26:58 +0000 https://campaignme.com/?p=89768 Heinz is giving up its iconic ketchup label to honour Saudi Arabia’s National Day. Launching on 19 September, this initiative was designed with the intent to allow people across the Kingdom to share their congratulatory messages in celebration of the occasion. Heinz claims that this initiative was developed to express an irrational act of love […]

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]]> Heinz displays ‘irrational act of love for gamers’ in Hum Hum campaign https://campaignme.com/heinz-displays-irrational-act-of-love-for-gamers-in-hum-hum-campaign/ Mon, 02 Sep 2024 07:03:58 +0000 https://campaignme.com/?p=89011 World-renowned ketchup maker Heinz has spoken to Campaign Middle East about its latest ‘irrational’ marketing tactic: a robotic snack dipper called ‘Hum Hum: The Gamechanger‘ recently launched at the Esports World Cup in Saudi Arabia. According to Heinz, the campaign was birthed from research which revealed that 90 per cent of gamers struggle to snack […]

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]]> Brands share their winning formula for gaming https://campaignme.com/brands-share-their-winning-formula-for-gaming/ Mon, 11 Mar 2024 11:00:49 +0000 https://campaignme.com/?p=78302 “If you’re not paying attention to esports and gaming, you’re not paying attention as a marketer.” Emirates NBD CMO Moadh Bukhash said these words on a Dubai Lynx panel last week.  Aptly named Brands in the Hot Seat, the panel saw Campaign Middle East editor Justin Harper ask top brand leaders about different trends and issues in […]

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]]> Marketing Game Changers 2023: Passant El Ghannam, Marketing Director Middle East & Africa, Heinz https://campaignme.com/marketing-game-changers-2023-passant-el-ghannam-marketing-director-middle-east-africa-heinz/ Tue, 05 Dec 2023 13:27:09 +0000 https://campaignme.com/?p=73306 Marketing Game Changers is back, to recognise and celebrate those brand-building marketing leaders who have made a huge impact this year. This exclusive list features the men and women who we feel have shaped our industry this year, and includes a wide array of brands, campaigns and their achievements. The prestigious top 10 includes four women, three Saudi […]

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