EL MALEKA IN FOCUS
El Maleka provides high quality pasta at a reasonable price. It is Egypt’s leading pasta brand, available in nine different shapes. Thanks its product quality and a successful communication platform that celebrates the role of women as compassionate heads of household, El Maleka has developed strong consumer loyalty.
history
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2001
El Maleka is launched. The brand steadily gained share in the Egyptian market until it became the uncontested market leader in Egypt.
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2011
Savola acquires El Maleka and relaunches it with new artwork and a new communication platform
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2016
El Maleka launched one of its strongest communication activities to date. The campaign highlighted women’s important role as heads of households and how El Maleka has been their companion along the way. The campaign led to a boost in brand sales and consumer equity metrics for El Maleka. It was very positively received as one of 2016’s top campaigns and recognized by YouTube among the top 10 most watched ads in the MENA region, making it the first Savola brand to reach this level.
THINGS YOU DIDN’T KNOW
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