Ramadan 2023 in-app food-aid donations
Deliveroo joined the UAE's Ramadan food-aid drive, letting app users donate the value of a meal between AED 10 and AED 500 through the platform. The wider campaign also drew large private donations, including AED 5 million from Emirati businessman Gheyath Mohammed Gheyath.
- The brief
- Deliveroo app users in the UAE during Ramadan, a month when giving to people facing hunger is front of mind.
- The idea
- Deliveroo joined the 1 Billion Meals Endowment drive by letting customers donate the cost of meals, from AED 10 to AED 500, straight from its app.
- What to borrow
- Putting a national giving drive inside the checkout people already use removes the step between wanting to give and giving.
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Smiles | One Billion Meals Ramadan 2022Purpose · 8 Apr 2022 | Purpose | – | 8 Apr 2022 |
| Carrefour | Ramadan giving with Emirates Red CrescentPurpose · 18 Mar 2025 | Purpose | – | 18 Mar 2025 |
| Careem | Udhiya 2025Festive · 22 May 2025 | Festive | – | 22 May 2025 |
| Almarai | Ramadan 2026: Appreciate the BlessingsFestive · 12 Feb 2026 | Festive | Webedia | 12 Feb 2026 |
| Choithrams | End Hunger with GoodnessPurpose · 4 Sep 2025 | Purpose | – | 4 Sep 2025 |
| HungerStation | HungerStation x Fananees RamadanFestive · 15 May 2024 | Festive | Dentsu | 15 May 2024 |
What other e-commerce & retail brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Mitsubishi | Back to School with Mitsubishi7 Sep 2026 | – | – | 7 Sep 2026 |
| Qatar Duty Free | Toblerone Crystal Bar auction for Education Above AllExperiential · 14 Aug 2026 | Experiential | – | 14 Aug 2026 |
| Nesto Hypermarket | Free Kick - The Biggest Electronics Offer FestSponsorship activation · 2 Aug 2026 | Sponsorship activation | – | 2 Aug 2026 |
| talabat | talabat Creator HackathonInfluencer · 27 Jul 2026 | Influencer | – | 27 Jul 2026 |
| Bayut | Proud of the UAEPurpose · 5 Jun 2026 | Purpose | – | 5 Jun 2026 |
| Ounass | Ounass StageExperiential · 28 May 2026 | Experiential | – | 28 May 2026 |
| Bayut | Your home is a TruBroker awayIntegrated campaign · 22 May 2026 | Integrated campaign | – | 22 May 2026 |
| Cenomi Centers | Cenomi Plus nationwide in-mall activationExperiential · 11 May 2026 | Experiential | – | 11 May 2026 |
More from Deliveroo
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Fathers' Endowment in-app donationsPurpose · 11 Mar 2025 | Purpose | – | 11 Mar 2025 |