Careem Quik has rolled out a cheeky new ‘Get Fresh’ campaign across Dubai, turning heads while spotlighting Quik’s selection of premium-quality fresh fruit and vegetables – all delivered in just 15 minutes.
The creative concept was developed entirely by the brand’s in-house creative team – the Creative Studio. The digital media plan, influencer marketing and other channels were also done by Careem’s internal teams. The film production was completed in collaboration with Bigfoot Films.
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The playful ads have raised some eyebrows, playing across the radio waves in Dubai, placed on several out-of-home (OOH) screens across the city – including static billboards, digital hoardings, unipoles, digital screens, MUPIS, bridge banners and elevator screens.
The Careem Quik campaign has also been rolled out across digital channels such as YouTube, Meta, TikTok, as well as the owned social media platforms and owned in-app channels.
Furthermore, the brand collaborated with 22 influencers and user-generated content (UGC) creators, including celebrated names such as AfrobySara, Miled and Melissa, Jasmine Fares and Sherif Fayed, among others.
Strategic goals and approach for the cheeky Careem campaign
Since its launch in 2022, Careem Quik has become the UAE’s go-to platform for everyday essentials, offering more than 12,000 products – from fresh groceries to electronics and household items, all at supermarket-competitive prices and delivered at lightning speed.
Through partnerships with leading local farms, Careem Quik ensures produce reaches its stores within 24 hours of harvest and is carefully inspected by a dedicated Quality Control team for sweetness, ripeness, and density.
For this latest Careem Quik ‘Get Fresh’ campaign, the brand set out with the objective to raise awareness of Careem’s quick commerce (grocery delivery) service by highlighting its key differentiators – quality, freshness and speed.
While quick commerce is often associated with impulse purchases or last-minute needs, Careem aims to broaden its use case and position it as a reliable option for daily, weekly or monthly grocery hauls.
As such, the brand set out to execute a 360-degree brand awareness campaign that effectively reached and resonated with its target audiences.
To achieve this, Careem Quik focused on a balanced mix of high-visibility outdoor placements, a strong digital media presence, and partnerships with relevant influencers whose content aligns with its audience’s interests and lifestyle.
The creative take on ‘Get Fresh’ helped the brand showcase that while ‘fresh’ comes in many forms, Careem Quik’s fresh still arrives in 15 minutes, raising the bar for near-instant deliveries of the freshest produce in Dubai and Abu Dhabi.
For OOH, Careem Quik specifically focused on digital screens in order to showcase a variety of creatives, and bring to life its proposition that ‘fresh’ comes in many forms.
Key target audiences and success metrics
The brand campaign targeted young professionals and couples aged 25–50, including men and women living independently or as couples, managing busy schedules and relying on fast, convenient delivery – whether for planned purchases or last-minute needs.
It also targeted parents aged 30–50, managing households and seeking quick, reliable solutions that meet their family’s needs without compromising on quality.
The campaign is running in Dubai for eight weeks until 10 November 2025.
The Get Fresh campaign’s success is being measured through a mix of performance and brand health indicators.
Careem Quik’s primary objective was to make people aware that Careem has a super fast grocery delivery service, while secondary objectives were driving uplift in sessions on Careem Quik and to increase the number of new users engaging with the service.
Early results indicate strong momentum, with all metrics trending positively.
Beyond immediate performance outcomes, the brand is also tracking long-term brand impact through quarterly IPSOS studies.
These measure key brand funnel indicators – particularly aided and unaided awareness – ensuring that its marketing efforts contribute not only to short-term growth but also to strengthening brand equity over time.
CREDITS:
Campaign: Get Fresh
Client: Careem Quik
Creative concept: Creative Studio, Careem’s in-house creative team
Digital media plan and influencer marketing: Careem’s in-house team
Film production: Bigfoot Films
