Deliveroo, FIX chocolate and hrmny turn campaign into nostalgic ‘Time to Mango'
The campaign video was developed as part of FIX's launch of its first-ever fruity chocolate bar: a nostalgic mango and popping candy combination.
Deliveroo's mandate for the Mango Fix campaign was to launch and drive awareness for the seasonal Mango Fix flavour launch; position Deliveroo as a fun, culturally in-tune brand that owns lighthearted food and beverage moments; and to create thumb-stopping social content that feels entertaining and shareable, beyond being purely promotional.
Optimised for quick cultural traction online, the campaign was rolled out across Instagram Reels and Stories; TikTok short videos; Facebook video ads; YouTube cutdowns of six to 10 seconds each; influencer seeding for organic amplification; and internal emailers for Deliveroo CRM audiences.
The primary key performance indicators (KPIs) set were awareness and engagement, with secondary objectives of social virality and positive sentiment lift.
Deliveroo x FIX lean into surreal storytelling
The result is a playful, high-energy film that turns taste into a time machine.
From the first bite to a full-blown childhood flashback, the narrative follows a dinner party thrown into chaos as the FIX Mango bar transports guests into younger versions of themselves.
Featuring a 60-second hero film and a six-second teaser, the campaign captures the explosive joy of flavour, memory, and identity, all anchored by the central platform: Unlock the Pop.
The campaign video leans into surreal storytelling, bold aesthetics and subtle craft to deliver a scroll-stopping brand moment that's equal parts cinematic and nostalgic.
hrmy's scope on the project included concept development, creative platform, full-service production, art direction, casting, shoot management and post-production.
View this post on Instagram
A post shared by Deliveroo UAE (@deliveroo_ae)
Strategy behind the social media and digital-first rollout
Instagram and TikTok became the primary focus because the campaign needed fast awareness and high social engagement. Short-form video allowed for thumb-stopping storytelling, which is critical for product novelty campaigns.
Digital-first rollout maximised ROI for a tactical launch without the long lead times of out-of-home or broadcast. The approach also aligned with Deliveroo's youth-leaning, mobile-first audience, ensuring the campaign could live in their natural consumption spaces.
The campaign primarily ran in the UAE, with an English-first approach and a light Arabic flavour in copy and hashtags. It also had a secondary spillover into the wider GCC region via digital targeting. However, there were no localised adaptations for Saudi Arabia or Qatar in this phase.
The campaign will run for four weeks, from launch to sunset, although the hero content lifespan, as optimised for social media feeds, would run up to six weeks, including organic and paid impressions.
The success of the 'Time to Mango' campaign is being measured based on video views, impressions, engagement rate, watch-through rate, as well as positive brand sentiment and shareability, and organic reposts and meme potential.
CREDITS:
Clients: Deliveroo and FIX
Lead creative and strategy: hrmny
Production house: hrmny
Post-production and sound: In-house creative team and Watch My
Media deployment: Client-managed – paid social via Deliveroo's media team.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
ARN News Center
22 minutes ago
- ARN News Center
TV series 'Wednesday' returns with family and female-focused Season 2
Actress Jenna Ortega and the creators of the hit Netflix series "Wednesday" are hoping to surpass expectations as the show returns to screens after almost three years. The dark fantasy series' first season, which premiered in November 2022, ranks as Netflix's most popular English-language show of all time, with more than 252 million views in the first 91 days of release. As well as reprising the titular role, Ortega, 22, took on executive producer duties for the new season. Filmmaker Tim Burton also returns as one of the directors and executive producers. "I've always been very protective of the character. I just want to make sure that we're always doing her justice," said Ortega. "It's the most we've ever seen her on screen so there's a lot of room and opportunity to maybe go off track. "Fortunately we have a really great creative team. I'm doing my best to be on it, but you also have people like Tim, who are monitoring." The second season sees Wednesday returning to Nevermore Academy as a celebrated hero, much to her dismay. She investigates new supernatural mysteries, while dealing with glitches in her psychic powers. Wednesday also faces another nuisance - family. Her little brother Pugsley starts his studies at Nevermore and their parents are a frequent presence on campus. 'PLAY OF EMOTIONS' Bringing the Addams Family to the academy allowed co-creators and showrunners Alfred Gough and Miles Millar to expand the storylines of the characters introduced in the first season and explore mother-daughter dynamics. "We thought, wouldn't that be, for Wednesday, the ultimate thorn in her side if Morticia (her mother) came to school," said Millar. Catherine Zeta-Jones, who plays Morticia, promised fast-paced scenes between the two. "It's a dance and a play of emotions," Zeta-Jones said. The season's focus on female relationships stood out as one of its stronger points for Ortega. "We're so oftentimes taught to compete against one another and there's always some sort of comparing game that people are going to enforce on you," Ortega said. "What I love about the women I am working with and the characters, every woman in this show wants to see the other succeed. I think that's really important for young people to see today," she added. The sophomore season also introduces new characters, including Steve Buscemi's Nevermore principal Barry Dort and the Addams family matriarch Grandmama Hester Frump, played by Joanna Lumley. Pop star Lady Gaga makes a guest star appearance as a teacher in Part 2. Wednesday has already been renewed for a third season, with Gough and Millar in the writers' room "cooking that up" and ready to go beyond. "We have goalposts for other things. There could be spinoffs, there could be other iterations of the show," Millar said. "It's such a big world. We are excited to explore it as much as we can."
Gulf Today
32 minutes ago
- Gulf Today
South Sudan hosts Arab Poetry Forum
Under the patronage of His Highness Dr Sheikh Sultan Bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, the Republic of South Sudan hosted the fourth edition of the Arab Poetry Forum under the theme 'Excellence and creativity, leadership and advancement.' Organised by the Department of Cultural Affairs at the Sharjah Department of Culture in collaboration with the Union of Muslim Scholars of South Sudan, the event forms part of the Arab Poetry Forums in Africa initiative. The programme aims to promote the Arabic language, expand the reach of classical Arabic poetry and enhance its presence among poets and creatives across the continent. The forum in South Sudan marks a new stop in a growing series of events previously held in Chad, Guinea, Senegal, Nigeria, Niger, Mali and Côte d'Ivoire. The initiative is expected to expand to further destinations, reflecting its inclusive vision and commitment to cultural exchange and creative diversity throughout Africa. Held in the capital, Juba, the forum drew notable official and cultural attendance, including Mohy El-Din Salem, Representative of the Arab League in South Sudan; Sheikh Dr Abdullah Borg Rual, Secretary-General of the Islamic Council; Sheikh Hamdin Shakirin Bin Lawal Al-Owaili, Grand Mufti of South Sudan; Dr Mohammed Gai Lokwaj, President of the Union of Muslim Scholars of South Sudan and General Coordinator of the forum; and Sheikh Dr Mohammed Kual Kwat, Secretary-General of the same union. Also attending from the academic sector were Professor Paul Deng, former Director of Upper Nile University and Professor of Arabic at the University of Juba, alongside Arab diplomats, poets, academics and cultural figures with an interest in Arabic language and literature. In his welcome address, Dr Mohammed Gai Lokwaj praised the audience's presence and highlighted Sharjah's cultural leadership under Sheikh Sultan. He described the forum as a direct result of Sharjah's vision, which positions culture as a bridge for communication and a tool for social harmony and identity preservation. He also commended the growing influence of the Arab Poetry Forums in Africa in offering young poets a platform for self-expression in Arabic. Mohy El-Din Salem, the Arab League's representative, expressed appreciation for Sharjah's support of Arabic language and culture in Africa, noting the forum's role in fostering cultural ties and reinforcing Arab presence on the continent through knowledge and creativity. WAM
Campaign ME
2 hours ago
- Campaign ME
Deliveroo, FIX chocolate and hrmny turn campaign into nostalgic ‘Time to Mango'
Food delivery brand Deliveroo and Dubai's famous FIX dessert chocolatier brand have teamed up with creative agency hrmny for their digital-first 'Time to Mango' campaign, led by a hero film conceptualised and produced entirely in-house at hrmny. The campaign video was developed as part of FIX's launch of its first-ever fruity chocolate bar: a nostalgic mango and popping candy combination. Deliveroo's mandate for the Mango Fix campaign was to launch and drive awareness for the seasonal Mango Fix flavour launch; position Deliveroo as a fun, culturally in-tune brand that owns lighthearted food and beverage moments; and to create thumb-stopping social content that feels entertaining and shareable, beyond being purely promotional. Optimised for quick cultural traction online, the campaign was rolled out across Instagram Reels and Stories; TikTok short videos; Facebook video ads; YouTube cutdowns of six to 10 seconds each; influencer seeding for organic amplification; and internal emailers for Deliveroo CRM audiences. The primary key performance indicators (KPIs) set were awareness and engagement, with secondary objectives of social virality and positive sentiment lift. Deliveroo x FIX lean into surreal storytelling The result is a playful, high-energy film that turns taste into a time machine. From the first bite to a full-blown childhood flashback, the narrative follows a dinner party thrown into chaos as the FIX Mango bar transports guests into younger versions of themselves. Featuring a 60-second hero film and a six-second teaser, the campaign captures the explosive joy of flavour, memory, and identity, all anchored by the central platform: Unlock the Pop. The campaign video leans into surreal storytelling, bold aesthetics and subtle craft to deliver a scroll-stopping brand moment that's equal parts cinematic and nostalgic. hrmy's scope on the project included concept development, creative platform, full-service production, art direction, casting, shoot management and post-production. View this post on Instagram A post shared by Deliveroo UAE (@deliveroo_ae) Strategy behind the social media and digital-first rollout Instagram and TikTok became the primary focus because the campaign needed fast awareness and high social engagement. Short-form video allowed for thumb-stopping storytelling, which is critical for product novelty campaigns. Digital-first rollout maximised ROI for a tactical launch without the long lead times of out-of-home or broadcast. The approach also aligned with Deliveroo's youth-leaning, mobile-first audience, ensuring the campaign could live in their natural consumption spaces. The campaign primarily ran in the UAE, with an English-first approach and a light Arabic flavour in copy and hashtags. It also had a secondary spillover into the wider GCC region via digital targeting. However, there were no localised adaptations for Saudi Arabia or Qatar in this phase. The campaign will run for four weeks, from launch to sunset, although the hero content lifespan, as optimised for social media feeds, would run up to six weeks, including organic and paid impressions. The success of the 'Time to Mango' campaign is being measured based on video views, impressions, engagement rate, watch-through rate, as well as positive brand sentiment and shareability, and organic reposts and meme potential. CREDITS: Clients: Deliveroo and FIX Lead creative and strategy: hrmny Production house: hrmny Post-production and sound: In-house creative team and Watch My Media deployment: Client-managed – paid social via Deliveroo's media team.
