Edita Food Industries was established in 1996, and now is one of the leading FMCG companies in Egypt and the Middle East. The company is well known for its consistently high quality products and strong brands like Molto, TODO, Bake Rolz, Bake Stix, Mimix, HoHo’s, Twinkies and Tiger Tail.
In 2014, Edita has registered EGP 1.9bn in revenues, including EGP 265.9m in net profit. Edita has set out plans to list up to 30% of its ordinary shares on both Cairo and London stock exchanges. EFG-Hermes and Goldman Sachs will advise on the IPO. The company is making a combined offering that includes an institutional offering of ordinary shares on the EGX and global depository receipts (GDRs) to be listed in London.
The reference price for the ordinary shares’ offering will come within the range of EGP 16.8 to EGP 18.5 per share, the company said. Edita has a capital of EGP 72.536 million, divided into around 362.7 million shares, with a par value of EGP 0.20 per share.
Edita brands are now part of everyday’s life to consumers in Egypt and more than 15 other markets in Middle East & Africa. As part of the IPO campaign, Edita launched its outdoor and TVC campaign titled [#نص_الدنيا_الحلو] to announce the corporate name which have been hiding behind wide range of products for years.
Agency: mahdys
Client: EDITA
Brand: EDITA Corporate campaign
Director: Tamer Mahdy
DOP: Matej Kriznik
Art Director: Hisham Mahdy
1st Assistant Director: Mohab Alaa
Stylist: Dina Nadeem
Editor: Ahmed Hafez
Production House: MAGIC BEANS
Executive Producer: Ahmed El Ganainy
Producer: Shady Amir, Mahmoud Derbala
Post House: AROMA
Post Supervisor: Tamer Mortada
Telecine: AROMA
Colorist: Charbel Moawad
Music Composer: Amir Hedaya
Sound Design: Ahmed Hosney
mahdys Team:
Executive Creative Director: Tamer Mahdy
Managing Director: Hisham Mahdy
General Manager: Rasha Samir
Account Manager: Lamis Hazem
Account Manager: Maha Fouad
Account Executive: Rodayna
Art Director: Mohamed Nabarawy
Designer: Mohamed Nasr
Copywriter: Mohab Alaa
Junior Copywriter: Refaat
* copyrights for (original ZUZU character / Diego player) goes to KAIRO agency
