talabat, a leading on-demand delivery platform in the Middle East and North Africa (MENA) region, has revealed details about its latest ‘Back to the Juggle’ 360-degree back-to-school omni-channel campaign.
The campaign dominated high-visibility out-of-home (OOH) across the UAE from billboards and LED screens to lamp posts, elevator screens and Dubai Tram wraps.
Radio spots echoed the storytelling, while digital channels amplified the message through in-app marketing, paid social, YouTube and more.
An affordability layer highlighted exclusive deals and discounts on customers’ favourite restaurants and supermarkets; perfect for lunchbox prep, grocery stock-ups and making the post-holiday return a little sweeter.
The OOH campaign runs for eight weeks, while deals and discounts on the app will remain active until the first week of September.
The 360-degree approach aimed to consistently drive top-of-mind awareness and solidify the brand’s market leadership. This campaign leaned into the brand’s greatest strength – choice – showing that talabat is the go-to platform for every kind of customer, at any time of day.
Localised to reflect the unique culture, trends and audience insights of the market, the campaign was developed in partnership with Memac Ogilvy, along with talabat’s in-house regional and local marketing teams.
The brief was clear: keep it real, local, and funny. No staged product shots – just authentic, everyday moments where talabat fits naturally.
talabat made the UAE’s September comeback more relatable – and a lot funnier – with its Back to [Something] creative twist. Everyone’s “back to” something after summer, and the brand had fun with it:
- Back to Meal Prep – starts organised, ends with a talabat order.
- Back to Adulting – facing laundry piles and grocery lists.
- Back to the Juggle – the madness of school mornings.
- Back to Mondays / Back to This is Fun – poking fun at work life and after-school activities.
The following influencers brought their own spin on the hustle:
- Afro by Sara.
- Carly Neave
- Mohanad Al Hattab
- Maya Ahmad
- Joya Chahwan
- Moni Hasbini
- Chef Chahrazad & Chef Amani Ismail
As such, the campaign was designed to resonate with a wide range of audiences – from younger consumers who engage with cultural trends, to busy families looking for convenience and value, to professionals seeking quick and reliable meal options that fit into their lifestyle.
All in all, the talabat ‘Back to the Juggle’ campaign highlighted how back-to-school season isn’t just about new stationery and lunchboxes, it marks the return to the hustle and bustle of life. School runs, work emails, laundry piles, study sessions, dinner preps, and midnight snack runs all made their comeback.
Instead of seeing the juggle as stressful, the brand reframed it as proof that life is moving forward. talabat’s role was to keep consumers steady through the chaos, whether that’s a quick breakfast, last-minute groceries, must-have essentials, or a late-night coffee fix – because when life gets busy again, the best thing the brand can give people is one less thing to do.
To review the success of the campaign, talabat will look at top-of-mind (ToM) reports, new customers acquired to the platform during this period and customer win-backs to the platform.
CREDITS:
Brand: talabat
Agency: Memac Ogilvy
