Jordan welcomes Junior's with successful 'El Ex' campaign, by Bidaya Marcom

During November, an outdoor and social media campaign attracted the attention of Jordanians because of the short, attractive and mysterious message in Arabic about "never going back to your EX مستحيل أرجعله" , utilizing red and yellow colors which are familiar to consumers worldwide for being the same colors as McDonald’s.

People started talking and guessing about the brand behind this campaign which created a very big trend across social media channels to such an extent that other brands started to ride the trend and adopt the “EX” idea for their own products and services. Some people got it right and shortly before the reveal it became apparent that this is a teaser campaign for Junior's Jordan- a Qatari fast-food restaurant chain known for burgers, chicken, and other dishes that are similar to McDonald's. 

At this point, marketing professionals started talking on various channels regarding how smart this campaign is to also tap into the boycott trend without mentioning it, as the campaigns suggests that you should continue to boycott your EX as there's something better coming. That immediately sparked a competitive advertising and promotional blitz by local burger chains to counter the launch of Junior's in Jordan and all this activity truly enriched the advertising scene in the country throughout November.

The Bidaya Marcom team, led by Jumana Twal, is proud of creating this campaign for its client Junior's Jordan and the agency team has shown it's excitement about launching the revealer in this very popular Instagram post (see the video above), in addition to various members of staff writing about the campaign including a detailed analysis of this campaigns's success factors in a LinkedIn post by Salah Hanbali, director of creative strategy.

After the opening, the brand continued to tap into the successful campaign theme لاغ advertising "Meals to get over your EX' as can be seen in this Instagram post on Junior's Jordan account. 

For more information, read the press release regarding Junior's it's launch in Jordan.