Talabat has launched its latest #GetTarekToGoPro comprehensive 360-degree campaign across the UAE and Bahrain, to elevate talabat pro from a functional subscription into a lifestyle product that delivers meaningful everyday value.
The rollout included out-of-home advertising across high-traffic areas, radio placements that brought humour and storytelling into listeners’ daily routines, and digital paid media to maintain strong visibility.
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The campaign also came to life on social media, where the story of ‘Tarek’ unfolded in real time with engaging, shareable content, and through influencer collaborations that amplified the message in a culturally relevant way. CRM and in-app communications allowed for tailored engagement with different audience segments, celebrating existing subscribers while showcasing the full value of talabat pro to a broader audience.
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This multi-channel approach was intended to ensure the campaign was present wherever the audience already was, creating a consistent and immersive brand experience.
The campaign was executed through a collaborative partnership of specialised agencies. Ogilvy served as the lead creative agency, developing the concept and overarching narrative. Black Rhino handled production, ensuring high-quality execution across formats. Tamer Shaaban directed the campaign film, bringing cinematic flair and humour to the story. UM managed media strategy, ensuring optimal reach and frequency across channels.
In conversation with Campaign Middle East, Claudia Schmidt, Senior Director – Brand, talabat MENA, said, “The primary goal of the campaign was to build stronger awareness of talabat pro and to shift public perception beyond the idea of ‘just free delivery’. talabat aimed to highlight the subscription’s comprehensive benefits from discounts and partner perks to unmatched convenience, positioning it as an essential part of modern life.”
Schmidt added, “Another key objective was to turn potential subscribers into believers by crafting a relatable, entertaining narrative centered around Tarek, a fictional character who embodies the hesitation some customers may feel before committing to talabat pro. At the same time, the campaign sought to validate and celebrate existing subscribers, reinforcing that they are part of a growing and vibrant community.”
As such, the campaign was designed to resonate with multiple audience segments that reflect talabat’s diverse customer base.
These included young professionals seeking convenience in their busy lives, students looking for value without compromising on quality, and families managing hectic schedules while balancing multiple priorities.
Schmidt said, “Beyond attracting new subscribers, the campaign also reinforced loyalty among existing talabat pro members, ensuring they felt recognised and part of a growing community. By using Tarek as a central figure, the campaign created a relatable story that could speak to all these groups simultaneously, making talabat pro feel relevant and accessible.”
The choice of channels was carefully aligned with the campaign’s goals of building awareness and creating cultural relevance.
- Mass media channels, including out-of-home advertising, radio, cinema, provided the scale necessary to introduce Tarek’s story widely and spark public curiosity.
- Social media and influencer collaborations brought the narrative to life in a way that felt authentic and culturally resonant, engaging audiences in the spaces they naturally inhabit. The brand collaborated with macro influencers such as Cynthia Samuel, Twins Hadban, Mohannad Al Hattab, Amna Al Qubaisi, Anwar and many more.
- CRM and in-app communications allowed tailored messaging to different segments, celebrating existing subscribers while demonstrating the broader value of talabat pro.
- Finally, paid media ensured consistent exposure and reinforced the campaign narrative across touchpoints.
Together, these channels intended to create a seamless, multi-layered experience, taking the campaign’s journey from awareness to deeper audience engagement.
The success of the #GetTarekToGoPro campaign is being measured through growth in talabat pro subscriptions, engagement with the campaign hashtag, and in-app and CRM interactions to understand audience response.
On the brand side, the campaign is being evaluated for shifts in perception, particularly in communicating that talabat pro delivers more than free delivery. Metrics around retention and satisfaction among existing subscribers are also providing insight into the campaign’s long-term impact.
The UAE and Bahrain campaign is part of the brand’s first phase of rollout, with plans to take it across other markets in the region in Q1 2026.
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CREDITS:
Client: talabat
Creative agency: Ogilvy
Production: Black Rhino
Direction: Tamer Shaaban
Media agency: UM MENAT
