Al Ghurair adds colour to Shindagha

Al Ghurair has converted the sides of its flour silos into prime advertising space for its Jenan brand.

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By  Roger Field Published  November 2, 2006

To passers by, the six silos owned by Al Ghurair Foods, one of the UAE’s biggest food producers, were just a mundane part of the landscape in Dubai’s busy Shindagha area. But for the company, the silos held a value beyond their importance in flour production: several thousand square feet of potential advertising space. And so, with assistance from its advertising agency Brandcom, Al Ghurair looked at ways in which it could place advertising hoardings on the silos without damaging their structure or functioning. Al Ghurair found that the best way of doing this was to wrap its silos with a film. “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, assistant marketing manager, Al Ghurair Foods. “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,” he added. 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 appearance. They now feature an advert for Al Ghurair’s flagship Jenan brand. “Our management presented us and our suppliers a great opportunity to brainstorm and work together and provide the city with this innovative branding idea,” Anthonis said. 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. Al Ghurair Foods is a leading food producer and supplier in the Middle East with a brand portfolio including Jenan. Al Ghurair Foods’ products are present in more than 50 countries. It produces and markets Jenan branded oils, flour, pasta, noodles, eggs and rice.

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