Al Ghurair Foods (AGF), the Gulf’s number one food company with a presence in over 50 countries, has launched a new marketing initiative which has completely transformed Dubai’s Shindagha area - one of the emirate’s busiest intersections.
AGF has become the first UAE company to completely wrap its silos with a film and create an innovative outdoor advertising opportunity at its National Flour Mills silos. The advertisement covers six silos with branding for Jenan – AGF’s flagship brand.
“Although we have been thinking about branding the silos for some time now, the challenge was to find the right material without contaminating the flour stored or spoiling the external shell.” said Manuri Anthonis, Asst. Marketing Manager, AGF.
“After extensive brainstorming with our advertising agency Brandcom and Joseph Graphics, we hit upon the idea of branding them with a special film that would not only protect the silos but also provide a unique opportunity to creatively use them to capitalise on a strategic location.”
The silos had to be painted with water resistant epoxy paint initially and then wrapped with aluminium sheet wrapping, since the original surface was corrugated, to give them a uniform feel.
“Our management presented us and our suppliers a great opportunity to brainstorm and work together and provide the city with this innovative branding idea.”
In line with AGF’s employee-oriented company policies, all the models, barring two, featured in the Silo advertisement are children of AGF employees, chosen through an internal search.
