The festive season is usually a time for treats and generosity, with brands handing out goodies and spreading cheer, often as part of a 12 Days of Christmas campaign. But this year, one Dubai brand, Meals on Me has launched a campaign that turned tradition on its head.
The Dubai-based healthy meal plan brand built its own “Naughty” list (aka their Unsubscribe list) and enlisted a Grinch to deliver lumps of coal in branded bags to unsuspecting former customers – with a cheeky chance to get back on the “Nice” list via a discounted resubscription offer for January.
The activation is part of Meals on Me’s “Naughty & Nice” Christmas campaign, which embraces the reality of the festive season as a time for ‘naughty indulgence’. With late nights, parties, and hot chocolate overload, many consumers abandon healthy routines over the festive December season. Rather than fighting it, Meals on Me leans in, positioning itself as the ‘nice’ that comes after.
As indulgence peaks, the brand takes a playful, deliberately provocative approach to re-engaging lapsed customers. Instead of traditional giveaways, it delivers a very different message: a bag of coal. The stunt mischievously acknowledges seasonal excess while nudging customers back once Christmas is over, reframing recovery as part of the celebration.
The Grinch-led campaign will see surprise doorstep appearances for selected customers, with branded delivery bags containing a lump of coal and a tongue-in-cheek “Notice of Naughtiness” card. It is a light-hearted reminder that good habits are worth keeping, even during the most indulgent time of year.
The good news? Getting back on the Nice List is easy. Who knew a bag of coal could lead to a healthier, more balanced festive season and new year.
