Konafa Belkebda – Etoile Patisserie

We created this campaign for our client Etoile Patisserie in April's Fool day, and it went viral reaching over 1M people in less than 24 hours. Etoile Patisserie, renowned across Egypt for its exquisite and versatile range of desserts, recently took a daring and humorous leap into the unconventional with an April Fool’s campaign orchestrated by Gloorst Agency. The campaign stirred up conversation by announcing that the celebrated patisserie would be launching a new dessert: Konafa with Liver. This unexpected twist not only challenged the norms of traditional dessert offerings but also captured the attention of foodies and media outlets alike, sparking a wave of intrigue and playful debate across social platforms. The idea behind combining the rich, sweet layers of konafa with the savory depth of liver was designed purely as a creative April Fool’s prank, yet it brilliantly showcased the agency’s knack for blending innovation with humor. By taking a beloved Middle Eastern classic and merging it with an ingredient rarely associated with dessert, the campaign generated buzz and engagement. The playful absurdity of the concept encouraged the audience to reimagine familiar culinary boundaries and highlighted Etoile Patisserie’s willingness to push the envelope—even if only in jest. Beyond the shock factor, the campaign underscored the power of creativity in modern marketing. It reminded both loyal customers and new audiences that while Etoile Patisserie is rooted in quality and tradition, it is also not afraid to experiment and have fun with its brand identity. In a market saturated with conventional promotions, this bold and imaginative stunt by Gloorst Agency served as a testament to the enduring appeal of humor and surprise, reaffirming Etoile Patisserie’s reputation as an innovative leader in Egypt’s vibrant culinary scene.