The billboard and outdoor campaign for Oche Ketchup, a product of AHFA Manufacturing under the MIDROC Investment Group, represents one of the most successful commercial design projects in my portfolio. Tasked with launching a household condiment into a competitive market, I developed a high-impact visual strategy that prioritized bold appetizing appeal and instant brand recognition.
The design was engineered for high-visibility environments, ensuring the product remained the hero across a diverse range of urban platforms.
This campaign achieved major success through its wide-scale deployment, most notably as a featured Metro Ad on the Addis Ababa Light Rail and on massive building billboards across the city. Each iteration of the design—from the wrapped transit media to the high-rise displays—maintained a crisp, premium aesthetic that cut through the visual noise of the capital.
By balancing vibrant food photography with clean, modern typography, I created a “catchy” and professional brand presence that resonated with consumers at every corner. This project stands as a benchmark for my ability to execute large-scale, multi-platform outdoor advertising that drives both brand awareness and market success.