When Fresh Means More Than Fruit

In early October 2025, Campaign Middle East reported that Careem Quik launched a bold new campaign across Dubai under the tagline “Get Fresh”.

The campaign is cheeky, high‑energy, and reinvents “fresh” in many forms—fresh fruit, fresh veggies, fresh convenience, but also fresh attitude.

What makes it compelling:

• The promise of delivery in just 15 minutes, a clear, time‑based benefit.
• Multi‑channel reach: DOOH (digital out‑of‑home), radio, digital screens, in‑app channels, influencer and UGC creators.
• In‑house creative execution by Careem’s own “Creative Studio”, signalling strong brand control and alignment.

This kind of campaign is more than a one‑off ad: it’s about building a brand promise. And that leads us into the second part of the story: why long‑term campaigns matter.

Why long‑term campaigns create impact

• Repetition builds recognition and recall

A brand that keeps showing up with a consistent message (“fresh in 15 minutes”) embeds itself in the audience’s mind. One strong ad may spark attention; sustained appearances turn that into memory.

• Trust and expectation are formed

When consumers repeatedly see the message and then experience it (or believe they will), it moves from “nice to know” to “I expect this” or “I want this”. The Careem Quik campaign, by emphasising delivery speed and freshness, starts shaping an expectation.

• Behaviour change takes time

Audiences don’t instantly switch behaviours just because they see an ad. They need reassurance, reminders, proof, and social cues. A long‑term campaign gives the brand multiple opportunities to reinforce the value, show testimonials, let people try it and come back.

• Brand positioning deepens

Rather than merely “we deliver groceries”, Careem Quik positions itself as “we deliver freshness and quickly”. Over time, that positioning sets it apart. It becomes part of the brand identity.

Flexibility to evolve and adapt

With a longer campaign timeline, the brand can tweak creatives, channels, messages, respond to feedback, and build momentum rather than stopping after one burst.

Why it necessary

• Short‑term bursts alone won’t cut through: In a crowded media world, one campaign cycle might get a flicker of attention but then fade. Consumers forget.
• To justify the investment: Marketing budgets are significant; to achieve return (brand equity, behavioural change, market share), you need a sustained presence.
• To align with the consumer journey: From awareness → interest → trial → loyalty. That journey is rarely instantaneous. Long‑term campaigns support the full path.
• To defend against competition: If brands adopt the “burst and vanish” model, competitors can fill the gap. A brand that stays visible is more resilient.
• To embed value propositions: The “fresh in 15 minutes” claim may require operational proof (logistics, supply, customer experience). Only through ongoing communication can that claim become credible in the consumer’s mind.

The Careem Quik example: what we can learn

• Clarity of proposition: The campaign is simple and tangible, “fresh… arrives in 15 minutes”. No vague promises.
• Tone and personality: “Cheeky” is a deliberate choice. It makes the message memorable and gives the brand character.
• Integrated channels: Using DOOH, radio, digital, in‑app, and influencers means the audience meets the message in multiple touchpoints, enhancing recall and reinforcement.
• In‑house control: When the brand's own creative studio drives the campaign, the message, and execution may be tighter, more coherent, and aligned to brand values.
• Local relevance: Dubai context, local audience habits and expectations – the campaign seems rooted in the region, not simply a global template.

Final thoughts

The Careem Quik “Get Fresh” campaign offers a compelling case study of how modern delivery/‑logistics brands can use bold creative plus operational credibility to build a strong promise. More importantly, it reminds us that this kind of promise isn’t made once and forgotten, it’s built over time through consistent messaging, multi‑touchpoint execution, and reliability in delivery.

For any brand considering going beyond short‑lived bursts, the lesson is clear: make something worth saying, say it consistently, let it live in multiple places, and let your operations reinforce the message. Over months and even years, that’s how audience impact becomes meaningful.

Frequently Asked Questions

1. What is the Careem Quik “Get Fresh” campaign about?

It’s a cheeky marketing campaign highlighting Careem Quik’s promise to deliver groceries, fresh produce, and essentials in just 15 minutes, emphasising speed, freshness, and convenience.

2. Why is the campaign described as “cheeky”?

The tone of the campaign is playful, witty, and light-hearted, making the messaging memorable and engaging while standing out from traditional grocery delivery advertising.

3. How does a long-term campaign benefit the audience?

Long-term campaigns build brand recognition, trust, and recall. By consistently reinforcing the message, audiences develop expectations and familiarity, which drives trial and loyalty.

4. What channels did Careem Quik use for this campaign?

The campaign ran across DOOH (digital out-of-home), radio, in-app notifications, social media, and influencer collaborations, creating multiple touchpoints for maximum impact.

5. Why are sustained campaigns necessary for brands today?

Short-term bursts rarely create lasting impressions. Sustained campaigns allow brands to shape perceptions, influence behaviour over time, reinforce promises, and maintain visibility in a competitive market.