During Ramadan, food delivery and online shopping increase by at least 20 per cent, which puts additional pressure on delivery drivers. Also, many of these superheroes without capes, who work tirelessly to bring meals to families gathering for iftar, often break their fast on the go. Dodo Pizza UAE has come up with an initiative to address this reality.
The brand has brought back its Ramadan campaign to support delivery drivers during this demanding period – and is offering its customers the opportunity to align with its brand values, as well.
Dodo Pizza UAE is cooking up limited-edition Moon Pizzas during Ramadan – available on its seasonal menu. For every Moon Pizza sold, Dodo Pizza UAE has pledged to donate one iftar box to a delivery driver. The brand aims to distributing more than 3,000 boxes through the Holy Month.
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In conversation with Campaign Middle East, Walid Yehya, Operational Director at Dodo Pizza UAE, said, “This Ramadan, we wanted to create something meaningful that embodies the spirit of generosity and gratitude, Delivery drivers are the backbone of our business. They make life easier for everyone, and this initiative is our way of showing appreciation for their hard work.”
Bringing the crescent moon and the star to life during Ramadan
To further incentivise customers to support the initiative of offering iftar meals to delivery riders, Dodo Pizza will also be conducting a giveaway. Weekly draws will be held throughout Ramadan, offering opportunities to customers who order the Moon Pizza to have actual star on the European commercial star registry named after them.
A weekly draw through the 28-day Holy Month means that four separate stars have been set aside for each week of the month. All Moon Pizza buyers will also receive a complimentary Stargazing Guide featuring top locations in the UAE, such as the Lahbab Desert or Hatta Mountains.
“As part of our key brand messaging, we’re offering more than just a product during Ramadan. With Moon Pizza, our support for delivery riders, and unique customer engagement, we want to show that our brand cares about the community and celebrates the spirit of giving, generosity and togetherness during this special time,” Yehya said.
In 2024, Dodo UAE distributed 703 iftar boxes, while the company operated out of just one location, Yehya told Campaign Middle East.
Alluding to going bigger in 2025, he added, “This year, with eleven pizzerias across Dubai, Dodo Pizza aims to provide more than 3,000 iftar boxes to delivery drivers.”
Commenting on the effectiveness of this marketing approach, Yehya said, “Targeted ads for these events have already set record-low acquisition costs.”
He concluded, “Through this campaign, we’re reaching both the Muslim community and a wider audience, hoping to gain insights on how purpose-driven offerings resonate and engage consumers beyond typical promotions.”
