Key insights:

  • Amazon leads September with a +7.8-point Ad Awareness rise, supported by its Back to School campaign, 0% installment offers with major banks, and youth-focused digital messaging.
  • Mall of Egypt gains +7.8 points, following Majid Al Futtaim’s milestone announcement of opening its 100th store in Egypt and first Carrefour in Suez.
  • Maggi rises +7.7 points, boosted by strong local marketing around home cooking and meal preparation.

September’s Egypt Advertisers of the Month are Amazon, Mall of Egypt, and Maggi, each showing a significant increase in Ad Awareness, as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Amazon rose from 38.7% on September 2 to 46.6% on September 25, an increase of 7.8 percentage points. The jump followed its extended Back to School event, which ran for two weeks. Amazon shifted focus from billboards to digital advertising, introduced 0% interest payment plans with seven banks including Banque Misr and National Bank of Egypt (NBE), also incorporating youth-oriented messaging across social media. The campaign promoted school supplies, electronics, and fashion with added discounts.

Mall of Egypt increased from 25.2% on August 26 to 33.0% on September 15, a 7.8-percentage point rise. The increase can be linked to parent company Majid Al Futtaim’s announcement on 31st August, marking the opening of its 100th retail store in Egypt and the first Carrefour in Suez.

Maggi went from 16.3% on August 30 to 23.9% on September 19, an increase of 7.7 percentage points.

Methodology: YouGov BrandIndex tracks daily perceptions of thousands of brands. Ad Awareness is based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” Scores are reported as percentages, drawn from nationally representative daily surveys of adults in Egypt. Data is weighted by Age and Gender using post-stratification. Figures are shown as a four-week moving average between 26 August - 25 September 2025. The change in scores is calculated as the difference between the highest and lowest daily scores within the period.

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