Elhelw Helw.
Etoile Patisserie marked Ramadan 2025 in Egypt with 'Elhelw Helw', a film set to an original song by Ahmed Kamel about the joy of family gatherings over the month's desserts.
- Brand
- Etoile
- Agency
- Müller's
- Market
- Egypt
- Region
- MENA
- Year
- 2025
The challenge
Etoile wanted to tie its desserts to the family gatherings that define Ramadan in Egypt and to strengthen its emotional bond with customers during the season.
The idea
Müller's built the campaign around an original song written and composed by Khaled Essam and sung by Ahmed Kamel, about reuniting for a long-missed family gathering. Directed by Ahmed Kiey and produced by Teamwork, the film shows families coming together around Etoile's desserts in a warm, nostalgic style. It launched on 1 March 2025 and ran on TV, YouTube and social media under the song's hashtag.
Results
- 27% rise in sales of seasonal products, according to the agency's Ads of the World entry
Case study source: Müller's Source ↗
