Well, Wooden Bakery is celebrating 50 years in the market - yes I was amazed as well until I remembered their original name was "afran al hatab"! But here we are - there is even a TVC which you can see
here (surprisingly, it does not feel contrived and rather runs smoothly) - the whole campaign pushes the concept of family - and even the line goes "our story is that of every family" (with the hands of and adult and that of a child baking the dough). The campaign aims towards the emotional that is sure, and within its framework it works - pity there is no mention of "afran al hatab" just to insure the perpetuity in the mind of the consumer!
