Campaign details

Brand: Zaatar w Zeit
Brand owner: Cravia
Lead agencies: Publicis Levant, MSL Beirut
Country: Lebanon
Industries: Restaurants & takeaways
Media channels: Content marketing, Events & experiential, Online video, Other & ambient media, Point-of-purchase, in-store, Product sampling, Social media Word of mouth, influencers
Budget: 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 Zeit, a fast-casual urban eatery.

Almost 20 years after opening its first branch, Zaatar w Zeit urbanised this iconic culinary creation.

And at a time when there's a day for celebrating almost everything, we deemed it essential to pay homage to this national favourite in the creation of World Mankousheh Day.