It’s ‘foul’, but not as you know it – VMLY&R Commerce's Ramadan campaign rejuvenates Fava beans as a staple in the kitchen in line with Americana's launch of the Foul El Arabeya product range.
A dynamic campaign from VMLY&R Commerce MENA is elevating ‘foul’ from street vendor meals to a packaged, in-home staple. The creative commerce company has shifted the perception of the humble fava bean dish, announcing the tasty, affordable, hygienic, and convenient Foul El Arabeya product range for Americana.
The new Fawelha Genan song track for Americana Foul is modernizing the perception of ‘foul; which has long been considered the most popular street food across Egypt. Americana’s product offers the best of both worlds: the authentic taste of local street ‘foul’ carts but all hygienically packed in a can, made with 100% Fava beans and with zero preservatives, so you can have it at home, at any time, without a single worry!
Appearing on Facebook, YouTube, Instagram, TikTok, and other platforms, the song is performed entirely in Arabic, inviting listeners to adopt Americana as their ‘foul’ lifestyle'. The word fawelha is very similar to the word “foul” – amplifying the sense of fun with some very clever wordplay.
Leila Katrib, Creative Director of VMLY&R Commerce in Dubai said, “We’re aware that during Ramadan family time will revolve around meals, and we wanted to put a fun spin on choosing what to eat. With ‘foul’, we have a renowned dish that’s affordable, convenient, and healthy – it simply needed a pop culture push and a splash of fun.”
The Egyptian market mostly consumes foul in its loose format, with consumption happening mostly out of the home environment. With the campaign, the product is propelled as convenient, tasty, and nutritious, with hygienic packaging.