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.
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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.
