Latest news with #Kitopi
Campaign ME
02-07-2025
- Entertainment
- Campaign ME
Private View by AKQA Dubai's Richa Rai
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from May is by Richa Rai, Account Director, AKQA Dubai. talabat x Kitopi: See, Eat, Repeat! Kitopi's shift from a back-end cloud kitchen to a consumer-facing brand was done with clarity and simplicity. The 'See, Eat, Repeat' message was catchy and consistent, especially across OOH and influencer content. It made the offering easy to grasp and remember. One thing that could've added more value would be integrating QR codes or clearer digital extensions to bridge awareness with action. MG Egypt: Well Known, Even If Not Owned This campaign tapped into a culturally relevant insight – Egyptians love discussing cars, whether they own them or not. MG used that idea cleverly to build warmth and relatability. The humour felt organic, and the subtle product placement didn't interrupt the storytelling. A clearer next step, like encouraging test drives, could have helped tie emotional engagement with tangible outcomes. Boutiqaat: Ya Hala Campaign This one leaned fully into bold, local humour, and it worked. The over-the-top execution made it easy to share and perfectly suited platforms such as TikTok and Instagram. It felt fun and intentionally unpolished. That said, the raffle mechanism and brand presence could've been brought to the forefront a bit more, so viewers connected the fun with a clear takeaway or action. RAM: RHO Airlines – The Shortest Flight RAM's approach was theatrical and unexpected, turning a product demo into a full-on desert stunt. The visual production and airport setup created buzz without feeling out of place. The use of influencers felt integrated, not forced. The campaign did well to anchor the showmanship in product performance. McDonald's Saudi: Menuless Stripping menus from stores sounds risky, but it worked in McDonald's favour by driving curiosity and footfall. It made people pause, think, and rediscover their favourites – a nice twist on everyday behaviour. I would've loved to see some more layered storytelling to deepen impact. Amplification beyond store walls could've helped sustain the momentum beyond the initial surprise. By Richa Rai, Account Director, AKQA Dubai.
Campaign ME
10-06-2025
- Automotive
- Campaign ME
Here are Campaign Middle East's Work picks from May
Every month, Campaign Middle East selects a collection of 'Work' to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign's Private View section the following month. These are the picks from May – featuring work from Talabat and Kitopi, MG Egypt, Boutiqaat, RAM and McDonald's Saudi. Talabat x Kitopi: See, Eat, Repeat In partnership with Talabat, Kitopi highlighted its top 10 restaurant brands, offering best-selling items for AED 10, for 10 days. The goal? To bring Kitopi's food experiences to the masses. With Hypermedia as the campaign's media partner, Kitopi executed a full-blown out-of-home (OOH) takeover in the UAE. Kitopi also tapped into influencer marketing to amplify messaging across different demographics. The campaign helped Kitopi acquire more than 100,000 new customers. MG Egypt: Well Known, Even If Not Owned To launch the automotive brand's new range, this campaign takes a humorous approach for the Egypt market, highlighting how people who don't even own MG cars, know so much about each of the cars and love them. Given that car prices in Egypt are hitting new highs, and for many people in the nation, owning a car feels out of reach, this campaign aims to make the dream of car ownership possible again. This resonates with Egyptians, showcasing how they talk about cars – like true salespeople – as if they all know the specs, features, and prices, as if they're ready to sell the cars themselves. The campaign was carried across billboards, social media channels, digital channels and TVCs in Egypt. The campaign was brought to life by DDB Egypt, Kino Films, The Barber Shop and Keeva Casting Agency, under the direction of Amr Haddad. Boutiqaat: Ya Hala Campaign This campaign used unconventional Arabic humour to drive app purchases and achieved more than 1 million organic views, making it Boutiqaat's first commercial blockbuster without paid promotion. The campaign aimed to engage audiences through a humorous and engaging narrative, emphasising the festival's excitement and the opportunities available for shoppers. With exaggerated slapstick that includes repeated visual gags, such as characters being thrown through a window, this commercial took the comedic route – a detour from the region's dependance on cultural references. The campaign, brought to life by Shareet Studios, was primarily distributed on social media platforms, including Instagram and TikTok. RAM: RHO Airlines – The Shortest Flight RAM Trucks took to the skies – briefly – to launch its latest performance vehicle with this bold campaign. The creative stunt turned the desert into a runway for what is being described as the world's shortest flight, lasting just 1.2 seconds. The hero film depicted an immersive airport experience in the middle of the desert, complete with check-in counters, security, ground staff, air traffic control and cabin crew. The only thing missing was a plane. Instead, at the centre of the experience was the new RAM RHO 1500. The stunt featured Saudi Arabia's popular influencer duo, The Saudi Reporters: Abdullah and Abdulaziz. In partnership with Publicis Middle East, the spot marks the first phase of a wider brand campaign from Stellantis' RAM in the region. McDonald's Saudi: Menuless The objective of this campaign was to demonstrate how consumers in Saudi Arabia know what their favourite McDonald's products are without having to look at the menu. Therefore, the brand removed its menu across all its restaurants in the Kingdom. Created in collaboration with Leo Burnett Dubai, the campaign ran across outdoor billboards, digital channels and social media, and had an immediate impact, driving a 37 per cent increase in footfall. Outdoor billboards outside the McDonald's drive-thrus displayed messages such as, 'You didn't drive all this way to experiment,' while the in-store menus that are usually displayed on the space behind the counter were replaced with a single line, 'You know what you want.'
Campaign ME
16-05-2025
- Entertainment
- Campaign ME
Kitopi gains over 100,000 new customers with ‘10 Restaurants, 10 Days, 10 AED' campaign in partnership with Hypermedia
Over 5 million views on influencer content, more than 600,000 meals sold, and over 100,000 new customers who tried Kitopi brands – the 'See, Eat, Repeat' campaign took over the city in flavour. In partnership with Talabat, Kitopi spotlighted its top 10 restaurant brands, offering best-selling items for just AED 10, for 10 days. The goal? To bring Kitopi's food experiences to the masses and introduce the brand like never before. 'This campaign marks the first time we're introducing 'Kitopi' as a brand to the world,' says Katie Connor, Senior Marketing Manager at Kitopi. With Hypermedia as the media partner, Kitopi executed a full-blown OOH takeover with different types of media. An outdoor takeover across the city Hypermedia orchestrated a citywide brand takeover commanding attention from Sheikh Zayed Road to ENOC petrol stations across the UAE, and extending into key Dubai Holding communities. OOH highlights: 13 LED Bridges on Sheikh Zayed Road, 40 graffiti, pillars consecutively on Sheikh Zayed Road, 32 Dubai metro stations, 551 in-sation digital screens, 375 In-train overhead panels 6 mall pavillions with 85 digital screens 73 digital screens at Expo City 68 ENOC Stations, 1,404 digital screens 'The campaign targeted a wide audience because it features 10 brands across many popular cuisines, each with its own unique target audience. Offering our star items at AED 10 made sure we kept the campaign truly accessible to all!' says Connor. Kitopi strategically placed the campaign in high-traffic zones that known as the pulse of the city – like Dubai Metro, which hosts over 260 million riders annually from 180+ nationalities, and malls with 1.6 million+ weekly shoppers. By targeting a wider audience, the campaign combined measurement results include: Unique reach of 1,142,652 for the 13 LED bridges and 40 Pillars with frequency of 134.49, reach of 41.29% and 198,773,042 impressions 655,000 impressions at the malls And overall including over 5 million views on influencer content, more than 600,000 meals sold, and over 100,000 new customers who tried our brands as a result of this campaign. 'See, Eat, Repeat' – A campaign mantra Connor comments, 'Our core message for the campaign was 'See, Eat, Repeat!' a playful and memorable line that highlights the collaboration between Kitopi, Hypermedia, and Talabat, 'See' represents our strong media presence across the city with Hypermedia, 'Eat' invites customers to enjoy a variety of Kitopi's most loved brands, and 'Repeat' encourages them to keep coming back via Talabat.' With 10 brands spanning a wide range of popular cuisines and all offering signature dishes for just AED 10, the campaign made trying something new easy and affordable. Connor adds, 'Alongside this, we made sure to prominently feature the Kitopi name, our popular brand logos, and the eye-catching 'AED 10 Deals' hook to drive instant interest and excitement.' But beyond the offers and the OOH presence, the campaign was a reflection of Kitopi's larger mission, 'Our mission at Kitopi is to create magical moments and bring joy through memorable food experiences. What better way to showcase that than by offering our most loved brands and their best-selling items – all for just AED 10? It's our way of connecting with customers and giving them a taste of what Kitopi is all about!' says Connor. To amplify the message even further, Kitopi tapped into influencer voices that resonated across different demographics. 'We included a mix of influencers to reflect the diverse customer profiles of all the brands involved in the campaign. By working with a range of personalities, we're able to communicate the campaign in a way that feels relevant and engaging to different audience segments.' @ جربتوا اقوى عروض طلبات؟ شركة كتوبي الي عندها كثير مطاعم في دبي متعاونين مع طلبات بعرض لازم الكل يستخدمه. ب١٠ دراهم بس، هتطلبوا وجبة او صنف من اي مطعم من ال١٠ مطاعم الي مشاركين بهالعرض (See, Eat, Repeat) – Operation: Falafel – Jarful – Sushido – Zaroob – RightBite – Chin Chin – Taqado – Hot Bun – Pizzaro – Biriyani Pot بس اكثر شي عجبني شخصياً هو بوكس الفلافل سليدر هاد الي بس ب١٠ دراهم. كل هادول الي طلبتهم وطلع حسابي ٦٠ درهم. العرض موجود بس على طلبات من ١-١٦ ابريل فلازم تطلبوا اليوم و عليكم بالعافية #seeeatrepeat #bykitopi ♬ original sound – Yahya AbouAli 🍔🍕يحيى أبوعلي With creators like Yahya AbouAli, Live with Aziz, and on board, the campaign became a citywide conversation. The videos in total have garnered over 200k views, with over 3500+ shares. At its core, the campaign wasn't just about sales. It marked a major milestone: the first time Kitopi introduced itself as a brand to the public, loud and clear.
Zawya
08-05-2025
- Business
- Zawya
Capital Market Summit 2025 panelists highlight how IPO is evolving, GCC's firm position
UAE: The path of going public is evolving and the GCC hold a firm position atop the map, according to leaders from Kitopi, Tabby, Informa PLC, OMNIYAT, and Daman Investments at the third Capital Market Summit in Dubai. Panelists, from founder-led tech scale-ups to multi-generational family businesses and real estate powerhouses, shared how the region is redefining initial public offering (IPO) readiness, while joining CNBC's Dan Murphy to explore what it truly takes to go public in today's markets. The market leaders noted that for some, that means focusing on governance and scalability; for others, it's about choosing the right instruments, whether equity, REITs, or Sukuk, to unlock growth. They further pointed to the fact that as capital markets continue to diversify, more companies are choosing to list closer to their home markets, where their customers, investors, and growth potential align. It is worth noting that OMNIYAT recently priced its inaugural green Sukuk issuance, raising $500 million. On the first day of the summit, another panel discussion was also on the stage with moderator Hitesh Asarpota, the CEO of Emirates NBD Capital, to tackle IPO and what it takes to go public. Tomaso Rodriguez, the CEO of Talabat, and Hamed Ali, the CEO of Dubai Financial Market (DFM) and Nasdaq Dubai, took the stage to reflect on Talabat's journey to the public markets, six months after making headlines with the world's largest tech IPO. From compressing a typical IPO timeline into just four months to securing early anchor demand and navigating the dual pressures of market execution and business performance, the discussion offered a rare inside look at what it takes to go public at scale while staying focused. Among the discussions on the first day of the summit was a panel including speakers from Morgan Stanley, London Business School (LBS), and HSBC who pointed to the global economic environment. Source: Mubasher
Campaign ME
10-03-2025
- Business
- Campaign ME
Transactions to connections: The 'Love Notes' strategy that's winning customer loyalty
Food delivery has never been faster, but it's also never been colder. In a world where you can order anything with the tap of a screen, online orders and takeout experiences have become a convenient transactional part of our lives. And yet, there's an opportunity waiting to be tapped in this 'impersonal transaction'. Kitopi's Love Notes initiative is driving conversation — online and offline — around delivery bags. These handwritten-style messages, placed on orders from brands such as Taqado, Circle Café, High Joint and Chin Chin, aim to add a personal touch to an otherwise routine experience by bridging the gap between brands and customers in a delivery-first world. Campaign Middle East was curious — in a market driven by speed, could something as simple as a note make a difference in how customers engage with a brand? So, we reached out to Kitopi to dig deeper into the effectiveness of personalisation. 'This idea did not come from formal research — it came from real experiences,' says Karen Urminita, Senior Manager, Customer Experience, Kitopi. 'One moment that stood out was an order delivered to a hospital. We thought — how meaningful would it be to receive words of encouragement? A simple note could uplift a patient, bring comfort to a family member, or even brighten the day of a hospital worker grabbing a quick meal.' Bringing personalisation to delivery with Kitopi's Love Notes The Love Notes initiative is part of Kitopi's broader Joy Ambassador program, a company-wide effort to integrate hospitality principles into the delivery experience. The initiative has two key objectives: first, to spread joy through the love notes, and second, to make an impact that resonates with customers, encouraging them to return time and time again. Urminita continues, 'As Kitopians, we have all had moments where a delivery felt purely transactional, missing the warmth and personal touch that true hospitality brings.' 'Rather than targeting a specific customer segment, the goal was to create human connections in moments that matter. Whether it's a first-time customer or a loyal guest, these small gestures turn everyday transactions into heartfelt experiences.' While traditional hospitality relies on face-to-face interactions to create memorable experiences, delivery presents a unique challenge. As a result, Kitopi decided to focus on sending messages of positivity, that would 'bring a smile to the customer.' Emotional connection as a brand differentiator This shift toward personalisation in delivery reflects a broader industry trend: the growing emphasis on emotional connection as a key driver of customer loyalty. Kitopi's approach aligns with research showing that consumers increasingly favour brands that go beyond the transactional, offering experiences that feel thoughtful and human. Urminita shares an example of when Kitopi's Love Notes initiative had an impact on a customer, 'A customer once wrote in their order notes, 'Please make my pasta extra tasty. I'm having a horrible day.' Instead of simply fulfilling the request, our team responded with, 'Even the toughest days have their silver lining. We're here for you. Hope this treat sends you a little love and encouragement.' The customer later shared it on social media, saying, 'What a beautiful feeling it is to be seen. 'It's these kinds of moments that build brand affinity—not just for the meal itself, but for the experience it delivers.' Urminita adds, 'While our main motivation is to create genuine moments of happiness, we have naturally seen an increase in customer retention, repeat orders, and social media engagement.' The Love Notes has seen an increase in customer retention While Kitopi's Love Notes initiative wasn't launched with strict KPIs in mind, the impact has been measurable. The company has seen an increase in customer retention, repeat orders, and social media engagement. Aggregator ratings for its brands have also improved, with customers specifically mentioning the personalised notes in their reviews. Urminita says, 'Some now leave order notes just to see how we will respond, turning a routine transaction into an interactive and personal experience.' Interestingly, the initiative has also driven foot traffic to Kitopi's physical locations. 'Customers visit our restaurants because they want to experience that same warmth and connection in person,' Urminita adds. What's next for personalisation in delivery? As brands continue to explore how to humanise digital experiences, the role of personalisation in delivery is likely to expand beyond notes and into other interactive elements. While Kitopi has no immediate plans to integrate Love Notes into social media or loyalty programs, the company is focusing on scaling its Joy Ambassador training across back-of-house teams, contact centres, and support functions. 'The goal is to embed the spirit of hospitality across every touchpoint, ensuring that joy is not just delivered to customers but is also felt within the organisation,' Urminita explains. One key initiative in the pipeline? A company-wide effort to surprise and delight Kitopi's own employees—ensuring they experience the same care and recognition that they extend to customers. As the food delivery space grows more competitive, brands that prioritise emotional connection—whether through personalised messages, surprise touches, or thoughtful engagement—will be the ones that stand out. Because in the end, it's not just about delivering food. It's about delivering joy.
