Latest news with #TaghridOraibi
Campaign ME
3 days ago
- Business
- Campaign ME
Deliveroo is ‘Petvertising' with interactive OOH campaign for pets
Deliveroo UAE aims to reimagine out-of-home (OOH) advertising through its latest Petvertising campaign launch. This playful, unconventional campaign is designed for both pets and their humans. The series features billboards tailored to specific animals, from dog-height 'woof woof' posters and cat-level 'meow' messages to tree-high chirping signs for birds and palm-sized squeaky hamster boards. Strategically located at Dubai parks, each billboard was fitted with a motion and sound sensor. When triggered by the movement of a pet passing by, the installation played the corresponding animal sound to grab attention. Rooted in the insight that the best way to promote pet services is through the pets themselves, the campaign blends humour, innovation, and a love for animals, that aims to turn a simple message into an unmissable moment for passersby. View this post on Instagram A post shared by Deliveroo UAE (@deliveroo_ae) The ads then invited humans to 'scan to answer their bark, meow, chirp, or squeak' via a QR code, leading to Deliveroo's in-app pet store selection, where customers could shop for everything from food and treats to toys, grooming products, and more. With Petvertising, Deliveroo aims to demonstrate its continued commitment to innovation, showing that even the most familiar formats, like outdoor billboards, can be reimagined with a little creativity and a lot of heart. The delivery service brand claims the campaign not only raised awareness of Deliveroo's growing pet category but also celebrated the bond between pets and their humans in a thoughtful way. Credits: Client: Deliveroo UAE Taghrid Oraibi, Head of Communications at Deliveroo Middle East Tasnim Al Gergawi, Communications Manager at Deliveroo UAE Agency: TBWA
Campaign ME
13-03-2025
- Business
- Campaign ME
Deliveroo and Humantra make billboards ‘drinkable'
To launch its Ramadan limited-edition Apricot-flavour electrolyte, Humantra collaborated with Deliveroo to bring to life a 'drinkable' billboard at City Walk Dubai. Seemingly ordinary at first glance, the activation displayed the message 'just another billboard'. At sunset on the activation's launch day, Deliveroo had a graffiti artist walk up to the installment and spray a bold yellow question mark at the end of the phrase. The billboard then had a small door slide open to reveal a dispenser tap, offering passersby to break their fast with Humantra's new electrolyte drink. 'Humantra's Apricot/Qamaruddin electrolyte drink draws inspiration from a popular beverage in the Middle east consumed to break the fast during Ramadan,' said Taghrid Oraibi, Head of Communications at Deliveroo Middle East . 'Inspired by this tradition, we wanted to be present at Iftar time up until Suhour for people to sample Humantra's electrolytes. This activation allowed us to directly engage consumers in a memorable way and address the needs of those looking to replenish and rehydrate after sunset,' she explained. The concept was designed in-house by Deliveroo and Humantra's creative teams and was executed by experiential agency Aces of Space. The activation was conceptualised to interact with audiences differently, in a memorable way. View this post on Instagram A post shared by Humantra (@humantra) 'At Deliveroo, we're all about breaking new ground with unique stunts and activations. From Abu Dhabi's first edible billboard to turning delivery bikes into roaming digital billboards and now rolling out the region's first drinkable billboard. We're always on the hunt for bold, creative ideas to connect with our audience and find fresh, engaging ways to advertise and create unforgettable experiences,' Oraibi said. From Humantra's perspective, the activation was strategically designed to strengthen its brand value amongst consumers in Dubai. 'The hydration category is traditionally associated with workouts and recovery,' said Charlie Wright, Founder & CEO, Humantra. 'At Humantra, we're flipping that narrative. Hydration isn't just for athletes; it's for everyone, every day. That's why we're showing up in unexpected places—like a high-visibility billboard in the heart of City Walk. You don't expect to see electrolytes there, and that's exactly the point. It cuts through the noise, sparks curiosity, and reinforces our message: Humantra is redefining hydration for the modern consumer, making it an everyday essential, not just a workout necessity,' he said. The brands claim that the response has been overwhelmingly positive, both to the activation itself and the flavour. 'We always knew this would be a bold and disruptive moment, but seeing people engage with it so positively has been incredible,' said Wright. The activation was live over the weekend of 8-9 March, at City Walk in Dubai.
Khaleej Times
11-03-2025
- Business
- Khaleej Times
UAE: Deliveroo users can now donate up to Dh500 to Fathers' Endowment; here's how
Delivery app Deliveroo has enabled its users to donate to the Fathers' Endowment campaign, launched by Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai on February 21. Coinciding with Ramadan, the campaign honours fathers in the UAE by establishing a sustainable endowment fund to provide treatment and healthcare to those in need. It also promotes the concept of charitable endowments while fostering a community-wide movement and reinforcing the values of generosity and solidarity. Through a dedicated page on the Deliveroo app, customers are invited to donate an amount of their choice to the campaign. The app allows users to donate an amount of their choice starting from Dh10, 20, 50, 100, 200, 300, 400 and up to Dh500. The campaign allows individuals to contribute to an endowment fund as a lasting act of charity in their fathers' names, supporting those in need in underserved communities worldwide. These contributions will help provide sustainable healthcare, improve lives, and empower individuals to achieve a dignified existence. "We encourage our community to join us in supporting this initiative widespread community involvement to help the campaign achieve quickly reach its objectives' said Taghrid Oraibi, Head of Communications at Deliveroo Middle East. The charity drive continues to welcome donations and contributions to the endowment fund from institutions and individuals across six main channels including the campaign's website ( as well as a dedicated call centre via the toll-free number (800 4999). Donations are also possible via bank transfers in the UAE dirham to the campaign bank account number with Emirates Islamic Bank (IBAN: AE020340003518492868201). Donations via SMS are possible by sending the word 'Father' to the following numbers (1034 to donate Dh10, 1035 to donate Dh50, 1036 to donate Dh100 and 1038 to donate Dh500) for Etisalat by e& and du users. Other possible platforms for donating to the campaign are the DubaiNow app by clicking the 'Donations' tab, and Dubai's community contributions platform Jood ( The Fathers' Endowment has received generous contributions from many businessmen in the country. Mirwais Azizi, founder and chairman of the Azizi Group, has announced a donation of approximately Dh3 billion to the campaign.
Zawya
06-03-2025
- Business
- Zawya
Deliveroo collaborates with The Authority of Social Contribution - Ma'an to launch the Food ATM initiative this Ramadan
This Ramadan, Deliveroo is collaborating with the Authority of Social Contribution - Ma'an, to support the Food ATM initiative, a program enabled by the authority and launched by Ayesha Khan. As part of Deliveroo's ongoing Full Life campaign, designed to tackle food insecurity, the collaboration aims to offer a convenient way for customers to give back to the community during the holy month. Through a dedicated page on the app, Deliveroo is offering a simple and convenient way for users to donate meals to those in need. To maximise the impact of the initiative, Deliveroo will match the meal donations made through the app, amplifying the support to those in need across Abu Dhabi. Taghrid Oraibi, Head of Communications at Deliveroo Middle East, said 'At Deliveroo, through our ongoing Full Life campaign, we are committed to supporting the communities we serve, and Ramadan is a time to come together and give back. Our partnership with Ma'an allows us to offer our customers a convenient way to contribute to a meaningful cause in Abu Dhabi.' As Abu Dhabi government's official channel to receive social contributions through a unified platform, the Authority of Social Contribution – Ma'an encourages the community to participate in the spirit of Ramadan by supporting blue-collar workers, driving positive social impact and cultivating a culture of giving among Abu Dhabi community members. Amna AlZaabi, Contribution Management Division Director - Fundraising Department at the Authority of Social Contribution – Ma'an, said 'This partnership with Deliveroo embodies the true spirit of social responsibility, as it brings together the efforts of the private sector and the wider community to address the social priority of food insecurity during the holy month of Ramadan. This partnership provides a platform for the community to directly contribute to those in need, allowing community members to give back and play an active role in supporting one another. This initiative reflects the Authority of Social Contribution –Ma'an's commitment to strengthening Abu Dhabi's social fabric and fostering a sense of shared responsibility. We will continue to consolidate our efforts in driving community engagement through participation and collaboration, in honour of the 'Year of Community' 2025.' The dedicated donation page is available throughout Ramadan, accessible to customers across the UAE. Every donation, no matter the amount, helps provide meals to those in need, embodying the spirit of compassion and generosity that defines the holy month. About Deliveroo Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with approximately 181,000 best-loved restaurants and grocery partners, as well as around 135,000 riders to provide the best on-demand delivery experience in the world. Deliveroo is headquartered in London, with offices around the globe. Deliveroo operates across 10 markets, including Belgium, France, Hong Kong, Italy, Ireland, Qatar, Singapore, United Arab Emirates, Kuwait and the United Kingdom.
Khaleej Times
02-03-2025
- Business
- Khaleej Times
UAE: How food companies are using AI, collecting extra meals to reduce wastage this Ramadan
From using artificial intelligence to reduce food waste to launching a van to collect surplus meals, many brands in the hospitality industry are going the extra mile to ensure that this Ramadan is a sustainable one. Some restaurants have even swapped the way they serve food to ensure minimal wastage. Local food delivery company Deliveroo has launched a van in collaboration with the UAE Food Bank that will collect surplus food from its partners and redistribute it to communities in need. The company, which has over 13,000 partners in the UAE, has seen an overwhelming response since announcing the campaign. 'Our partners very interested because they're always actively looking for ways to repurpose or distribute leftover food and to prevent food waste,' said Taghrid Oraibi, Head of Communications at Deliveroo Middle East. This year, the UAE Food Bank has formed several partnerships to reduce food waste in the country. In 2024, its efforts helped divert 5,466 tonnes of food from landfills and the bank aims to reduce food waste by 30 percent by 2027. Taghrid added that restaurants in the country had clear guidelines from the Food Bank on how to package surplus food and ensure they were safe for consumption. 'This is a first collaboration of this kind with Food Bank,' she said. 'I hope it's a start and that more private companies will do similar initiatives and provide vans to collect surplus food.' Using artificial intelligence Conrad Dubai is using AI-driven tracking to reduce food waste by half during the month as part of their Green Ramadan initiative. The hotel, part of the Hilton group, is also locally sourcing their ingredients from within a 50-mile radius and is participating in composting initiatives, apart from maintaining a hydroponic farm that provides fresh, locally grown ingredients. In addition to these steps, it is also donating excess food to the UAE Food Bank, ensuring that surplus meals reach those in need. Done in partnership with United Nations Environment Program West Asia and Winnow's AI technology, this campaign is returning for the third year and has succeeded in preventing thousands of meals from being discarded in the last two years. One of the longest-running iftar tents in the UAE, the Majlis at Dubai World Trade Centre (DWTC) will be renewing its partnership with the Tarahum Charity Foundation and UAE Food Bank by donating meals to those in need. Punjab Grill restaurant in Dubai has opted to serve curated set menus instead of buffets to minimise food waste during the month of Ramadan. 'We offer slight customisations in portion sizes when requested, especially for dishes that might be too much for some diners,' said a spokesperson. 'We focus on minimal pre-prepared waste, ensuring that our kitchen operates with efficiency. We also are happy to pack the leftover food for the customers to take away and reheat for Suhoor.'
