2010 Winners & Shortlists

Execution

The Background: Zaatar W Zeit (meaning Thyme and Oil in arabic, commonly used ingredients in Lebanese cuisine) is a well-known Lebanese fast food chain, established in 1999. Despite a varied menu which includes wraps, salads, and various platters, its most renowned items remain the Lebanese pizzas (Lebanese cheese pizza, thyme pizza, meat and mayonnaise pizza, etc.). The Objective: Prompted by the success of Zaatar W Zeit, and wanting to reap some of the benefits of the Lebanese fast food industry, more restaurants started sprouting. The objective was to create hype and excitment through an innovative platform in order to remain top of mind with the Lebanese public while stressing on Zaatar W Zeit’s novelty, popularity and leadership in the business. The Idea: The idea was to reach people in the most popular environment of all, the street. Zaatar W Zeit being renowned for its Lebanese pizzas, the Agency came up with the idea of flaunting them in the streets, on the slice shaped parking barriers placed next to sidewalks to prevent cars from parking. These items are typically placed one after another, which made them ideal to bear those appetizing images, to emphasize variety as well as originality. The Results: The images came to be displayed across Beirut, even next to schools and universities; Zaatar W Zeit hence emerged as a hero turning those normally grey parking barriers to mouthwatering delights that the public took great pleasure in seeing. This project created a buzz, and reinforced Zaatar W Zeit’s image among the Beirutis. Not only did it confirm its reputation as the original Lebanese fast food restaurant, a solid market leader and trend setter, but also as an experienced, confident and creative chain, the objective of which is to always be close to the public.

English Translation of Main Headlines

Satisfaying Cravings Since 1999