Zaatar w Zeit: World Mankousheh Day

Zaatar w Zeit, a fast-casual urban eatery brand, rolled out a strategic communications approach to create a national day for a traditional flatbread to increase brand equity and love in Lebanon.

Campaign details

Brand: Zaatar w ZeitBrand owner: CraviaLead agencies: Publicis Levant, MSL BeirutCountry: LebanonIndustries: Restaurants & takeawaysMedia channels: Content marketing, Events & experiential, Online video, Other & ambient media, Point-of-purchase, in-store, Product sampling, Social media Word of mouth, influencersBudget: Up to 500k

Executive summary

The Mankousheh, a blend of thyme and olive oil folded between warm dough, is part of Lebanon's culinary heritage and is insanely popular nationwide. The two core ingredients, thyme and olive oil, are the literal Arabic translation of the brand name, Zaatar w...

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