Mamouli

Campaign Background

During holiday seasons, it’s the small details that make a difference—the scent of home, laughter, plates of mamouli, and even the type of dates or cardamom flavor.
From this feeling, the "Decorate Your Eid" campaign was created to capture the bond between flavor and emotions, turning products into time tokens that take us back to the true spirit of Eid, with all its warmth, gatherings, and nostalgia.

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Stage One: Idea and Concept

The idea was developed based on:

• Understanding the emotional behavior associated with celebrations (especially Eid).
• Analyzing mamouli flavors and linking each flavor to a feeling, not just taste.
• Crafting a story for each flavor, evoking family moments or rare experiences.

The central idea:
“Flavors are many, but the flavor of Eid can’t be bought… it’s made from a feeling.”
Flavor is more than a taste; it’s a memory hidden within maamoul.

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Campaign Goals

• Strengthen the emotional connection between the product and the consumer.
• Present flavors indirectly, through emotions.
• Boost engagement with Eid content via stories and visuals.

Stage Two: Building the Visual Identity
Though a digital campaign, every visual element was thoughtfully designed to serve the feeling first, and the product second.
Artistic Style:

• Colors: Warm palette inspired by the colors of maamoul, dates, cardamom, and powdered sugar.
• Photography: Simple cinematic style reminiscent of the homey Eid atmosphere.
• Graphics: Combining text and product with spacious colors creating clarity and comfort.
• Font: Soft Arabic script enhancing feelings of nostalgia and warmth.

Stage Three: Content Writing
Content was written in a heartfelt colloquial tone, yet with clean language that preserves brand identity.
Taste without emotion fades from memory and cannot revive the Eid spirit.

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Stage Four: Instagram Execution
The campaign was rolled out as:

• Carousel posts telling the story of each flavor and scene.
• Interactive stories with questions and memories, e.g., “What was your first flavor that means Eid?”
• Reels with short emotional visuals and soundscapes reflecting the Eid vibe.