Equity's print, TV and radio campaign debuted December 20, coinciding with the beginning of Ramadan, theMuslim holy month of fasting. Ramadan is a prime season for TV viewing and peak season for ad agencies, noted Equity Managing Director Azza El Bayyar.
Supermarkets are still a new concept to Egypt, where tiny "mom & pop" stores dominate the retail landscape. Metro Markets, owned by the Egyptian conglomerate, the Mansour Group, opened its third store only last month.
Equity's pitch--"The Pleasure of Shopping"-- promotes Metro's coffee shop and other European- style amenities.
But the campaign also targets less affluent customers by stressing Metro Markets' low prices. That strategy echoes rival ABC Supermarket Expo, which markets itselfas Egypt's discount store.
Copyright January 1999, Crain Communications Inc.