About This Case Study

Pasta Regina has been on Egyptian tables since 1986. By 2013 the affection was real, but the brand was invisible online while faster competitors moved in. Over the following decade, Sircles rebuilt Regina, and the wider Regina Company portfolio, into a digitally native operation: a heritage library rescued from VHS, a bilingual website that doubles as a B2B export tool, a dedicated US presence, and always-on community management across every major platform. The result is a growth engine that supports real-world expansion, not just a social feed.

How Did It All Start?

A classic FMCG dilemma: deep brand love, with decades of assets trapped in the past. The iconic 1980s TV commercials were sitting on VHS tapes, and the brand was digitally stagnant while competitors built modern, mobile-first presences aimed at a new generation of shoppers. Regina needed to bridge its history and the mobile-first consumer without losing the equity that took decades to build.

Digital infrastructure was commissioned as the direct partner to physical growth, built to support expansion into the United States, Eastern Europe, the Middle East and Africa ; #TheWorldsLocalPastaBrand. The measure of success was commercial: whether a shopper in Cairo or a buyer in New York meets the same premium, consistent, trusted Regina experience, and whether that experience moves product.

A Decade of Digital Transformation

Five Workstreams, One Digital Engine

A decade of end-to-end ownership across the Regina Company portfolio, from strategy through execution, monitoring, and brand building.

1. Digital Strategy

We set the channel architecture, positioning, and language rules for each brand, then tied every platform back to a commercial goal: demand at home, credibility and leads abroad. Regina runs bilingual across Facebook, Instagram, LinkedIn, and TikTok, each with a defined role rather than duplicated content.

2. Brand Building: Launches and Rebrands

The portfolio was actively built, not just maintained:

• Delicia Masreya Rebranding (2021) ; an everyday value brand for Egyptian mums, with a warm, practical Arabic content system built around family meals.
• Golden Mills (2023) ; a premium, English-first brand made from Amber Canadian durum wheat, with a design-led presence on Instagram and TikTok.
• Pasta Regina Rebranding (2026) ; launched for its 40th anniversary: a new global slogan, The World’s Local Pasta Brand, a refreshed packaging rollout, and a modernised bilingual voice.

3. Execution: Infrastructure and Content

• The backbone: a command centre serving as a B2B corporate portal (manufacturing standards, sustainable export) and a consumer hub (recipes, catalogues, the 100% semolina quality promise).
• US market presence: launched us.pastaregina.com with geolocation, an interactive store locator, and export catalogues built for high-volume North American retail.
• Heritage digitised: rescued the 1980s TV ads from VHS into a structured YouTube library, turning old tapes into working content.
• Always-on social: professional photo and video capturing real Egyptian family moments, plus recipes and blogs, on a continuous calendar.

4. Community Management and Social Listening

Dedicated moderation across two daily shifts, 7 days a week, holding a 100% response rate on major platforms. Every comment is treated as a conversation, and social listening feeds back into content and product messaging.

5. Performance and Media

Paid media and reporting run against commercial KPIs, not vanity reach: audience growth, engagement quality, traffic, and export or trade leads.

The Same Infrastructure, Four Positionings

The same infrastructure and quality bar now serve every Regina Company brand, each with its own positioning, audience, and language:

The Digital Engine Exists to Move the Business

The figures below quantify that impact.

Sales and Export Growth by 600% Since 2013

• Export markets entered and scaled to Africa, the Middle East, Europe and North America.

Retail and Distribution Growth 100% Year After Year

• Key Account and retail chains secured.
• Fastest-growing LinkedIn Page growth in the FMCG sector in MENA, year after year.

Web and Commerce Growth 100% Year After Year in:

• Website traffic.
• Store-locator usage and export-catalogue downloads.
• Qualified export or B2B leads from the sites.

Audience Footprint Today

What each channel contributes commercially:

From VHS tapes and zero digital presence in 2013 to a multi-platform footprint reaching millions of Egyptian households and a corporate audience across 40+ export markets today.

The partnership between Regina Company and Sircles is more than a marketing campaign. It is a blueprint for FMCG digital transformation: honour the 1986 heritage, modernise the infrastructure, and hold every channel accountable to sales, distribution, and export. Regina is ready to grow, across brands and across borders, and its digital engine is leading the way. Pasta Regina: The World’s Local Pasta Brand.

Services Delivered