The Look Might Change, But the Essence Never Does.

Your favorite club’s kit might change, but their playstyle is hard to change.
This was the concept we based our campaign on with Entaj, aimed at launching the new visual identity for the brand. The challenge was how to communicate to people that Entaj's identity has changed, but the quality of its products has not. How to say that Entaj... has changed but hasn't changed.

We accepted the challenge, turned the client brief around, understood it, and spoke to people with a nostalgic and comedic tone, reminding them of their memories with Entaj. We told them, "The cooking has changed, but Entaj hasn’t changed. The grilling has changed, but Entaj hasn’t changed. The look has changed, but the quality hasn't changed." We tied these messages into the consumer’s lifestyle with a light and creative video that communicated the campaign's message in an engaging way. This was the campaign video:

We took the campaign’s message to the next level with diverse messaging that reached different target segments: the mother who finds cooking perfect only with Entaj, the daughter who had her first kitchen experience with Entaj, the athlete who can’t meet their needs of protein without Entaj. We designed beautiful and meaningful visuals and communicated the campaign message through them.

Believing in the power of multiple channels, we took the campaign to the streets with outdoor billboards and indoor point-of-sale designs in shopping malls, spreading the message to all segments of society to differentiate Entaj and reinforce its brand change everywhere.

Because Entaj changed but hasn’t changed, even the campaign activations were different! We brought in influencers from the cooking field who created recipes and dishes using Entaj products—Kabsa, Shawarma, Tikka, Kudu, and other delicious dishes—because Entaj means cooking, and cooking may change its recipes, but Entaj will never change.

Speaking of influencers, we activated the campaign even further with big names from the media world, and through their words, we communicated that Entaj has changed but hasn’t changed. The content of their tweets changed, but the essence stayed the same. Entaj's essence is constant and hasn't changed.

The campaign delivered its message and achieved its goals, and we successfully contributed to enhancing the brand’s mental image with its new visual identity. The results of the campaign were impressive, leaving a huge impact:

+40 million impressions
+7 million views
+900 billboards

And we were able to tell the people, "Entaj... has changed but hasn’t changed."