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Harvest rediscovers one ingredient that we take for granted

When you think about exciting ads, you don’t necessarily think tomato paste. However, this new campaign for Harvest by FP7/CAI really shook things up. By telling a different side of the story, the riveting concept and immaculate art direction, this new campaign was able to give Harvest tomato paste the prestige it actually deserves.

The ad tells a story of the unsung hero of Egyptian cuisine…the tomato paste. The one ingredient that is most under-appreciated, yet makes our yummy dishes just that…yummy. The ad really does make you stop and reflect for a second about this one ingredient and what would happen to our hearty dishes, if it were to vanish from our lives and leave because we take it for granted. This ad comes just in time for Ramadan and all its traditional foods that never miss tomato paste.

This untraditional take on a traditional product captured our attention. Coupled with a well thought out script, a dramatic voice over and beauty-full shots, it already garnered over 1 million views.

Take a look at the ad below:

صحيح لو قررت تنسحب بجد… هيحصل ايه؟؟

Posted by Harvest Foods on Sunday, May 21, 2017


The most interesting thing about this campaign is how the script and cinematic storytelling flipped the customers perspectives on its head. From the reverse effect, to the food styling to the out-of-the-box script, this innovative concept got us appreciating tomato paste in a whole new way.


Agency: FP7/CAI
Executive creative director: Ahmed Hafez Youness
Art director: Heba Safey
Copywriter: Nour Abdelhamid

Head of digital department: Rania El Bakry
Digital account manager: Walid Hamdy
Digital senior account executive: Passant Mohamed

Planning director: Naila Fatouh
Planning supervisor: Mostafa Hashish

Director: Adham El-Sherif
D.O.P: Ashraf Gaber
Art director: Adham El Helaly – Esraa
Assistant director: Hossam El-Gazzar
Food stylist: Rana Sarrouf – Ahmed Tahseen

Music: Schubert
V.O: Nour Abdelhamid

Production house: Fekr Production
Post production house: Pulse post production

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