
The Butcher Shop & Grill’s New Location Announced on DOOH

If you’re cruising through Dubai, chances are you’ve spotted The Butcher Shop & Grill’s latest digital campaign making waves across the city’s bustling streets. Launched in January, this marks the brand’s first dive into Dubai’s dynamic DOOH scene, thanks to Azadea Group. The campaign isn’t just about their new location; it’s also a bold statement of the brand’s South African roots and how they mix seamlessly with Middle Eastern and Dubai cosmopolitan flair.
Visually, it's a colorful campaign filled with juicy mouth-watering imagery. Silhouettes of farm animals against a screen immediately invoke the butchery part of the brand. The typography is clean and modern, and balances the somewhat rustic feel of The Butcher Shop & Grill's logo. The ad copy is as straightforward as possible: "New location in Rimal GF, just a few steps away," so that even the busiest of passersby knows exactly where to head for a premium dining experience. Further, the ad copy is bilingual (English and Arabic), showing the multicultural vibe of both Dubai and the foodservice restaurant and thus making it accessible to an international audience.
As for placement, The Butcher Shop & Grill could not have chosen hotspots. Positioned in some of the busiest places like The Walk at JBR, their digital screens make sure to show the message to people living in and passing through Dubai. These spots are generally buzzed with equally mixed crowds of residents and tourists, which makes for prime real estate that any brand looking to position itself within Dubai should aspire for. The proximity to popular landmarks and shopping destinations amplifies the reach of the campaign by turning casual foot traffic into potential diners.
The campaign struck Dubai’s digital screens in the third week of January.
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