In its latest creative leap, Zaatar W Zeit has blurred the line between culinary and couture with a campaign that treats its new menu like a fashion collection. The launch introduced three innovative doughs – Sourdough, Spicy Dough, and Matcha Dough – each reimagined through a bold visual lens designed to make people look twice.
The campaign was activated across a fully integrated ecosystem spanning in-store, digital, and outdoor platforms to maximise visibility and engagement. It launched first in Lebanon, Zaatar W Zeit’s home market, before being rolled out across the brand’s nine other markets. Designed to run for six weeks, it layered its exposure across reveal, amplification, and product trial phases.
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The rollout of Zaatar W Zeit ‘Dough Collection’ campaign
The campaign’s primary KPIs focused on buzz generation, brand engagement, and incremental sales of the new product line.
Manuel Wazen, Marketing Director at Zaatar W Zeit says, “The campaign set out to achieve two main objectives: first, to break the clutter with a bold, youthful, and conversation-starting concept that reflects Zaatar W Zeit’s evolving creative spirit; and second, to spotlight our latest innovation: three new dough creations that redefine the experience with six new items.”
The new doughs – Sourdough, Spicy Dough, and Matcha Dough – were born out of culinary experimentation and trend-spotting. They fuse the heritage of Lebanese flavors with the energy of contemporary food culture.
He adds, “To communicate this, we reimagined the food through a fashion lens, treating our wraps and flatbreads like high-end accessories. Using vivid color palettes (red for Spicy, green for Matcha, brown for Sourdough) and a model styled as a modern muse, the campaign positioned Zaatar W Zeit not just as a restaurant, but as a lifestyle brand that’s daring, expressive, and trend-forward.”
The creative concept and production were developed by Feer McQueen, whose in-house studio handled the shoot. The campaign featured Cybelle Bou Chaaya, a former Miss Lebanon contestant, whose confident presence embodied the brand’s daring new spirit.
The creative direction targeted Gen Z and Gen Alpha audiences.
“Our core audience comprised Gen Z and Gen Alpha: trend-savvy, visually driven consumers who value originality and shareability. This generation seeks novelty in everyday experiences, and the campaign’s witty tone and bold visual identity were crafted to resonate with their appetite for what’s fresh, fun, and ‘Instagrammable’,” Wazen says.
From buzz to OOH to cultural impact
For Zaatar W Zeit, the approach was as strategic as it was stylish. The campaign’s objective was simple but ambitious: get everyone talking. To achieve that, they needed both scale and precision.
“We leveraged in-store assets (traymats, TV screens, flyers, bag tags) to immerse dine-in and delivery guests, while digital and social channels carried the storytelling further through high-impact visuals and videos,” he adds.
Paid support included Google and YouTube ads, targeted CRM pushes via WhatsApp, aggregator banners, influencer collaborations, mobile app placement, and even cinema ads for contextual visibility. The OOH presence tied it all together, ensuring mass reach and brand recall across the city.
OOH built top-of-mind awareness and intrigue, while digital channels, particularly social media, WhatsApp CRM, and influencer partnerships, allowed us to target and engage audiences where conversations naturally happen. The combination ensured that the buzz spread both on the streets and on screens, turning curiosity into trial.”
Around fifteen influencers across food, lifestyle, and fashion helped drive further visibility and organic reach.
“Their content extended the campaign’s reach organically, reinforcing the buzz and driving strong word-of-mouth. The influencer layer played a vital role in blending food and fashion cultures, a fusion that resonated strongly with audiences and contributed to a notable lift in product awareness and sales,” says Wazen.
He adds, “This campaign was intentionally launched during a typically quiet retail period (October–November) – a bold move aimed at re-energising customer excitement. Beyond numeric targets, success was measured by cultural impact: conversations, shares, and visibility within both consumer and industry circles. Early indicators show strong traction across social channels and sales uplift, proving that when a heritage brand dares to innovate, audiences take notice.”
Each market will have a localised activation once the new dough line is introduced regionally.
Credits:
Client: Zaatar W Zeit
Manuel Wazen – Marketing Director
Nathalia Helou – Brand Development Specialist
Noemie Lefebvre – Sales Marketing Coordinator
Christina Ghazal – Franchise Marketing Coordinator
Jimmy ElBouez – Graphic Designer
Marco Bassil – Junior Marketer
Sarah Elias – Social Media & Content Creator
Agency: Feer McQueen
Rebecca Mourani – Managing Director
Hala Adaimy – Regional Creative Director
Jad Sahly – Associate Creative Director
Luciana Hobeika – Art Director
Karen Atallah – Senior Digital Marketer – Team Lead
Vanessa Ziadeh – Junior Art Director
Nicolas Tabanji – Senior Graphic Designer
Petra Bteich – Graphic Designer
Youmna Bou Hadir – lead Copywriter
Sarah Houmani – Senior Client Partnership Specialist
Sally Issa – Studio Director
Joe Mouchati – Line Producer
Nariman Zahran – Set Art Director
Gilles Khoury – DOP
Michel Mema – Photographer
Antonella Badawi – Lead Photographer
Rita Assal – Video Editor – Team Lead
