Careem builds on last year's success with return of Udhiya campaign
Careem has launched its 2025 Eid Al Adha campaign to promote the return of its Udhiya (Qurbani) meat offering on the app. The campaign is fully developed and produced by its in-house Creative Studio.
Running primarily across social media, the campaign's hero film features a humorous video showing a Careem delivery rider surrounded by sheep and picking one up in the middle of a farm, linking a light-hearted visual with the app's simplified ordering process. In line with last year's tone, the Careem campaign leans into a witty voice – with the lead asset captioned 'They're baaaaaaaack 🐑 Don't stress about your Udhiya this Eid – we've goat you covered 😉'.
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It follows the success of Careem's 2024 campaign, where the app temporarily added a sheep icon among its services to reflect the addition of the Udhiya delivery service to the platform. Last year's theme static visual titled The Goat Father – a play on the cinematic classic – promoted the various livestock options available. The announcement of the new delivery service and the sheep icon were widely shared across social channels, WhatsApp groups and were even picked up by local media.
This year, Careem's campaign retains that irreverent tone while continuing to spotlight convenience and community impact – particularly the option to donate Udhiya meat directly to the UAE Food Bank.
Careem Groceries VP, Chase Lario, said the campaign reflects the brand's broader mission to simplify meaningful moments in customers' lives, 'Our aim is to simplify every part of our customers' lives – including their religious and cultural traditions. Customers loved the ease and convenience of ordering their Udhiya through Careem last year, and we're excited to bring it back to support this meaningful practice while also enabling charitable giving.'
To extend reach and engagement, Careem is also collaborating with influencers across the UAE. These partnerships are designed to complement the in-house creative and help position the campaign as both accessible and culturally relevant.
With all content produced by Careem's internal creative studio, the campaign maintains a consistent brand identity across touchpoints — from app interface to social video. It reflects the platform's broader strategy of localising services and messaging around key cultural and religious moments.
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