Ramadan is a month of celebration where family and friends get together and allow themselves to eat a bit more than usual. Every year since 2004, DDB has been launching a new Ramadan advertising campaign for On the Run convenience outlets.

This year the On the Run campaign focuses on advertising the availability of the most delicious oriental desserts in the Egyptian market which are so popular during the month of Ramadan, such as kunafa, basbousa and atayef. Produced by the famous patisserie La Poire these desserts are sold at all On the Run outlets.   The campaign’s slogan is: مستعجل قبل الفطار...   الحق حلويات لابوار which means that people who are in a hurry to get home for Iftar can stop at  an On the Run convenience store to collect delicious pastries from La Poire.

The campaign was launched in many media apertures. It started with a new creative radio spot, as well as massive on site branding for the Ramadan campaign.