Joe & the Juice, together with exclusive UAE delivery partner Deliveroo, brought its partnership offline with a two-day pop-up Beach Club at Kite Beach on 13–14 December. The goal was simple: turn an app-based partnership into a real-life moment people could see, sip, and play through.
Mariana Sarilho, Brand Marketing Manager, Joe & the Juice UAE says, “Joe & the Juice has been exclusively on Deliveroo since our entry into the market. The challenge was that while this was operationally true, it wasn’t always top of mind for consumers. The creative idea was to move this exclusivity from a digital platform to a physical moment that people could engage with and remember.”
The campaign was designed around real participation rather than a traditional pop-up. Both brands wanted a beach experience that naturally fit into how our audiences already spent their weekends. The activation garnered approximately approximately 12,800,000 in circulation, $58,000 in AD value and $175,000 in PR value.
Turning digital exclusivity into a tangible experience
For Joe & the Juice, the campaign was an opportunity to physically showcase its exclusive partnership with Deliveroo. While both brands have global presence, the activation was planned for the UAE only; on Kite Beach as the hub of Dubai’s amazing outdoor winter culture.
“By placing Joe & the Juice in an active, outdoor environment and positioning Deliveroo as the sole delivery partner, the pop-up reinforced a clear takeaway: when consumers think of Joe & the Juice delivered to their home or office, they think Deliveroo,” says Sarilho, “Kite Beach is a natural gathering point for Dubai’s fitness enthusiasts, social and food-forward communities during winter. Rather than importing a global format, we leaned into the local culture here and analysed how the people spent their days: beach mornings, casual sports, social movement and convenience-led choices.”
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The activation invited wellness enthusiasts, beach lovers, and casual passersby to participate in a lively programme of activities, from kayaking and stand-up paddle (SUP) sessions to surfboard balance challenges and rounds of Mölkky, the popular Nordic throwing game. Guests were also treated to prizes, Joe merch, and giveaways, blending playful engagement with the brand’s colourful pink-and-teal aesthetic.
Influencers were selected based on relevance to wellness, lifestyle, family, and local culture, ensuring authenticity and strong audience alignment. Influencer management and amplification were handled by Brand Ripplr, ensuring strong creator alignment and social reach throughout the campaign.
Pooja Shaji, Marketing Specialist, Deliveroo UAE, says, “The creative vision was inspired by the natural synergy between Deliveroo’s playful, lifestyle-led brand personality and Joe & the Juice’s fun, energetic and feel-good DNA. The activation was designed to create a relaxed, social beach club atmosphere that invited people to slow down, move, refresh, and connect, while effortlessly reinforcing the message that Joe & the Juice is exclusively available on Deliveroo.”
The activation invited customers to pre-sign up for stand-up paddle and kayaking sessions, while also allowing walk-ins to easily join activities, games, sampling stations, and giveaways on the day. This created a lively, hands-on experience that felt interactive and welcoming, rather than a static brand setup. Guests especially enjoyed the mix of movement and refreshment, the giveaways and the laid-back beach club vibe as highlights.
A localised, inclusive weekend experience
The experience was also adapted culturally by keeping it open, inclusive. No ticketing, barriers or special access required, just a free for all, walk-in beach spot that felt accessible to all.
“The activation was thoughtfully shaped around Dubai’s outdoor lifestyle, with Kite Beach chosen deliberately. It’s a high-energy spot where fitness, families, food, and socialising naturally come together – making it a perfect fit for both Deliveroo and Joe & the Juice. Doing the pop-up in the wintertime meant people had already been spending time outdoors and looking for experiences like this. From the beach-friendly activities and relaxed setup to the timing and visual style, everything was designed to blend seamlessly into local habits, so the activation felt natural and relevant,” says Shaji.
The campaign wasn’t about driving immediate transactions. Instead, both brands focused on visibility, emotional connection, and community engagement. Sarilho says, “Rather than pushing for clicks or transactions, the focus was on visibility and shared ownership of the partnership, acknowledging that customers are who made the first years a true success. It was about strengthening emotional connection, and ensuring that the partnership felt human, visible and rooted in the local community.”
Shaji adds that was designed to deepen brand affinity by creating a memorable, offline experience that complemented Deliveroo’s brand equity of digital convenience.
Success was measured through a combination of on-ground engagement, session sign-ups, sampling uptake, social engagement, content reach, and post-event sentiment. Standout results included strong footfall across both days, all the water activities slots being full, positive social sentiment, around 2,000 winners in games throughout the whole weekend and strong organic content amplification driven by influencer and attendee coverage.
Sarilho says, “One key insight was how strongly the offline experience reinforced digital behavior. Many guests placed their first ever Joe & the Juice order on Deliveroo, while others mentioned that they never realised they could get their Joe order at home through Deliveroo. The activation successfully turned a platform message into a lived experience, and a community hub, with groups staying longer, lounging and socialising with others, and sharing their experience organically on socials. So, the unexpected outcome was this sense of authenticity, resulting in organic high engagement on social media.”
Credits:
The activation was brought to life through close collaboration between the marketing teams at Deliveroo and Joe & The Juice.
The pop-up production and on-ground execution were supported by Aces of Space, who led the design, build and operational logistics.
PR support: Action Global Communications.
Influencer engagement: Brand Ripplr.
