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VMLY&R COMMERCE MENA modernizes traditional street food ‘foul’ with Americana Ramadan campaign

The VMLY&R COMMERCE ‘Fawelha Genan’ Ramadan campaign shifts Americana Fava Beans from street food to family staple.


The campaign from VMLY&R COMMERCE MENA is elevating ‘foul’ from street vendor meals to a packaged, in-home staple. The creative commerce company has shifted the perception of the humble fava bean dish, announcing the Foul El Arabeya product range.

The new “Fawelha Genan” song track for Americana Foul is modernising the perception of ‘foul, which has long been considered the most popular street food across Egypt. Americana’s product offers the best of both worlds: the authentic taste of local street ‘foul’ carts but all hygienically packed in a can, made with 100% Fava beans and with zero preservatives, so you can have it at hom

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