Project Details

Name

Sector

Scope

Project Request

Egyptian Food Bank (EFB)

NGO

National and Regional (Africa & MENA)

360 annual business & communication strategies & creative copies

The Egyptian Food Bank (EFB) is the region’s largest and most influential NGO combating hunger. Recognized as the #1 food bank in Africa and a global benchmark for philanthropic excellence, EFB operates under international standards and a visionary philosophy that redefines the meaning of giving.

Beyond food distribution, EFB has evolved into a holistic platform addressing the full spectrum of food insecurity — prevention, protection, empowerment, and sustainability. Its programs serve diverse segments including:

  • Children & Nurseries
  • Families & Women
  • Elderly & Disabled
  • Community Empowerment & Sustainability Projects
  • Crisis & Disaster Response
  • Mental Health & Food Security Initiatives
  • Volunteers & Brand Ambassadors (Circle of Humanity, eat to feed, innovation for humanity, HUM NUM, etc…)

THE CHALLENGE

EFB is a massive, multi-layered organization with numerous programs targeting different audiences — each with unique needs, emotional tones, and communication goals.

The primary challenge was to build one unified communication platform capable of addressing all these diverse audiences without fragmenting the brand identity.

The second challenge was influencer alignment — to persuade over 30+ brand ambassadors and 90+ social influencers to carry and communicate one coherent brand message that truly makes a difference.

Insight

All humans are driven by values.
Psychologically, people define their identity through the values they live by. These values shape human behavior and guide decisions, especially in contexts of giving and helping.

Emotionally, the act of giving is not just about charity — it’s about connecting with one’s own humanity.

This makes EFB more than a food organization; it becomes a mirror of human value

Core USP

  • It is the first and only dominant food bank in Africa, operating with global standards.
  • It transforms donation into sustainable impact, through innovation, transparency, and human-centered programs.

STRATEGIC SOLUTION

Built a 360° annual communication and business strategy under one unifying positioning:

“Food for Life – غذاء للحياة”

This strategy humanizes EFB by tying its mission to the core human values it reflects and uplifts.
Each communication phase connects one universal human value (like dignity, empowerment, empathy, or knowledge) to an EFB pillar — transforming philanthropy into a relatable, human, and value-driven story.

The plan was divided into four quarters, each tied to a major national or social event while maintaining continuous visibility for all EFB programs.

CAMPAIGN ROLLOUT (Ongoing campaigns)

We began by revitalizing the Egyptian Food Bank’s visual identity, introducing a fresh turquoise and yellow color palette that injects life, optimism, and modern energy into the brand — reflecting the renewed spirit of humanity and hope that defines EFB’s mission.

Quarter 1 – Children’s Programs: “غذاء يكمل المشوار” & “غذائهم النهاردة… مستقبلهم بكرة”

Under our new communication umbrella centered around the “values concept,” we launched a powerful campaign focused on child nutrition and its long-term impact on future generations.

Through heartfelt storytelling and celebrity-led TV copies, we highlighted EFB’s preventive feeding programs in nurseries and schools — positioning the organization as the foundation of growth, education, and human development.

The campaign extended digitally across all EFB platforms with interactive storytelling, educational content, and emotional short films, engaging audiences through both inspiration and participation.

Featured celebrities: Youssra El Lozy, Donia Samir Ghanem, and Fathy Abdel Wahab — supported by a diverse network of digital media influencers and brand ambassadors who amplified the message of nourishment, values, and hope.

Throughout all four quarters, the strategy continues to be strengthened through:

  • Celebrity & Influencer Collaborationssupporting major initiatives such as FreeMart and TrueChain
  • Educational Content & Tactical Activationsacross digital and CSR channels
  • Press Conferences, Launch Events & Corporate Partnershipsthat reinforce EFB’s national leadership
  • Volunteer Activationsthrough key movements like Circle of Humanity, Need to Feed, and Innovation for Humanity
  • Integrated Digital Storytelling & Emotional Film Seriesshowcasing real stories of change and human resilience

All campaign assets were developed using a hybrid mix of AI-generated visuals and authentic real-life footage — symbolizing innovation, transparency, and humanity working together.

For more information and ongoing updates, visit the Egyptian Food Bank’s official platforms across all social media channels.

Return on Investment

  • Significant growth in brand awareness and online engagement across all platforms.
  • Guest appearances & key speaking invitations at major international events such as the El Gouna Film Festival and DIHAD Conference, positioning EFB as a thought leader in global philanthropy.
  • Enhanced influencer alignment: 30+ ambassadors and 90+ influencers activated under one communication vision.

Strengthened EFB’s dominance as the regional symbol of redefined philanthropy

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