One Billion Meals Ramadan 2022
For Ramadan 2022 Etisalat UAE pledged a share of the food orders placed through the Smiles app to the Mohammed bin Rashid Al Maktoum Global Initiatives One Billion Meals drive, repeating a tie-up that had donated more than 270,000 meals to the 100 Million Meals edition the year before.
- The brief
- Smiles app users in the UAE during Ramadan 2022.
- The idea
- Etisalat UAE gave a portion of food orders on its Smiles app to the One Billion Meals campaign, renewing a partnership that produced over 270,000 meals for the previous year's drive.
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Deliveroo | Ramadan 2023 in-app food-aid donationsPurpose · 30 Mar 2023 | Purpose | – | 30 Mar 2023 |
| Careem | Udhiya 2025Festive · 22 May 2025 | Festive | – | 22 May 2025 |
| Deliveroo | Fathers' Endowment in-app donationsPurpose · 11 Mar 2025 | Purpose | – | 11 Mar 2025 |
| Carrefour | Ramadan giving with Emirates Red CrescentPurpose · 18 Mar 2025 | Purpose | – | 18 Mar 2025 |
| Almarai | Ramadan 2026: Appreciate the BlessingsFestive · 12 Feb 2026 | Festive | Webedia | 12 Feb 2026 |
| du | Ramadan 2021 giving-back campaignFestive · 20 Apr 2021 | Festive | – | 20 Apr 2021 |
More from Smiles
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Smiles Home Services filmsAd film · 4 Oct 2023 | Ad film | Saatchi & Saatchi | 4 Oct 2023 |