This Ramadan, entourage rolled out a CSR-led campaign focused on consistent, on-ground community engagement, delivering 12,000 Iftar meals across the UAE and Saudi Arabia.
The objective was to shift corporate responsibility from messaging to participation, embedding action within the communities the agency operates in.
Over 30 days, the campaign distributed 400 meals daily, 200 in each market, with execution spanning 60 mosques, including 30 in the UAE and 30 in Saudi Arabia.
Mohammed Tayem, Founder and CEO, entourage, said, “400 meals a day was the commitment. Showing up every day and building deep, organic connections, that was the real impact. More importantly, it sets a precedent for how we show up for our communities; grounded in participation, driven by people, and focused on real-world connection.”
Unlike traditional CSR programmes, the campaign was built around a voluntary employee participation model.
Each evening, teams across both markets mobilised on the ground to distribute meals during Iftar, ensuring daily continuity of the activation. Participation was not mandated, with employees opting in across the month to support the initiative.
The campaign was structured as a sustained, daily deployment rather than a one-time intervention, maintaining consistency across:
- 30 days of Ramadan
- 60 locations across two markets
- 400 meals distributed daily
- Employee-led, on-site distribution
There were no external rollouts or influencer partnerships, with the focus remaining on direct, in-person engagement.
entourage made a deliberate decision not to amplify the campaign through media or social channels.
Success was measured through consistency and participation rather than visibility. The primary KPI was a voluntary participation model sustained over 30 days, supported by the delivery of 12,000 meals and continuous on-ground presence across both markets.
The campaign also contributed to internal engagement, with employees collaborating outside of formal work environments in a shared, purpose-driven setting.
