Nestle Egypt and M&M teamed up in early 2014. M&M was commissioned to set the strategy, create and design content and activation ideas for Nestle Egypt as well as designing and developing the mammoth project of Nestle Egypt Wellness Consumer Website. The website offered online apps and diverse content, which was created by M&M as well. Until 2016 M&M has been intensively involved in strategic digital rollouts such as “Wellness Queen” in 2014, which was the biggest online campaign for Nestle Egypt back then. M&M created video content, online content and were part of the conceptualization. In 2015 M&M served as a strategic part in the biggest annual campaign “Ekhtart Se7ety” which was the biggest digital online rollout with 15 online videos, social media support and consumer generated content. Until then no other brand had ventured into creating completely digital campaigns. Until 2016 M&M was in charge of Nestle Egypt's online presence.