Fast&Up, a homegrown active nutrition brand, has partnered with Noon to provide essential hydration support to Noon’s delivery partners throughout the summer months in the UAE.
As part of this collaboration, Fast&Up distributed Reload, an electrolyte-powered hydration solution, to delivery personnel across key locations, helping them stay hydrated, energised, and combat fatigue during their demanding workdays.
“At Fast&Up, our love language is acts of service and we are so happy to have partnered with Noon to provide real hydration to their delivery partners who brave the heat,” said Varun Khanna, CEO of Fast&Up.
The result, was Fast&Up UAE’s first brand activation in the region, focusing on community engagement and emotional connection.
As a hydration and wellness brand, Fast&Up sought to express gratitude to Noon’s delivery riders,often the unsung heroes of the UAE summer heat,by providing them with Reload hydration kits to support their wellbeing on the job.
The initiative also worked towards broader objectives of building brand awareness among UAE audiences, positioning Fast&Up as a proactive wellness brand rooted in action, and generating positive PR momentum through authentic, community-first storytelling.
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“Our Hydrating Heroes initiative is our global initiative to celebrate and honour those frontline workers who are the backbone of our fast paced, delivery within minutes world. A world like this, needs instant solutions which Reload provides,” said Khanna.
The campaign was executed through a hybrid approach combining on-ground and digital efforts. The Fast&Up team distributed Reload hydration kits across multiple Noon fulfillment centers in Dubai, supported by influencer and celebrity collaborations that amplified the message online.
Key lifestyle and wellness media provided PR coverage, while social media was leveraged through Instagram stories, reels, and posts from both Fast&Up and influencers, who also gifted hydration kits to their personal “heroes.” The activation concluded with branded recap video content for wider circulation.
Furthermore, the campaign targeted key audiences including the general public in the UAE, wellness-conscious individuals and communities, and delivery riders who were both symbolic and direct beneficiaries. It also engaged lifestyle and fitness influencers with regional reach, as well as brand loyalists and early adopters of functional wellness products, ensuring a comprehensive and impactful outreach.
Fast&Up claims it strategically chose these channels for their cultural relevance with Noon riders, strong PR value for regional visibility, influencer reach to drive authentic engagement, and a budget-conscious approach focused on impact over volume.
The campaign was led by Dubai-based creative agency House of Creations. More than 5,000 Noon riders were successfully hydrated as part of the initiative, ensuring strong on-ground impact.
In terms of results, the campaign garnered significant press coverage with multiple articles and high-quality features across key publications. Brand sentiment was overwhelmingly positive and reflected through numerous DMs, shares, and reposts on social media. Additionally, stakeholder feedback was highly encouraging, with the Noon team expressing internal appreciation and the Fast&Up brand team fully aligned and supportive of the activation’s outcomes.
