INSITE OOH Media Platform

Lulu has launched a new out-of-home campaign across Dubai in the first week of May to promote its “Lulu in Minutes” delivery service via a series of large format digital screens and roadside billboards.

After their last OOH campaign, the retail shopping ad is based on immediacy and freshness, with the tagline “Carefully Picked, Quickly Delivered” to position the service as being efficient and quality-driven. The images feature a Lulu employee carrying fresh seafood in what appears to be one of the retailer’s market areas, tying the promise of delivery directly to the in-store sourcing and product selection.

Visually, the campaign plays with Lulu’s recognisable red branding that dominates the lower third of the layouts and helps anchor the messaging in busy roadside environments. The red typography blocks work well against the cooler background of the supermarket, providing a clear focal hierarchy and making the key information legible from a distance.

It also makes the communication easier. The campaign focuses on three things: product quality, delivery speed, and consistent pricing, with no clutter of offers or app options in the layout. The “Best Price Always” line reinforces Lulu’s broader retail positioning, while the “Download Now” call-to-action pushes viewers toward engaging with the app.

The visual design of the layout is identical in the English and Arabic versions, which alter the messaging without disrupting the structure of the layout. The repetition of the same visuals in different locations also helps to reinforce recognition and recall across the city.

The campaign is visible in high traffic roads and urban areas in Dubai from a placement perspective, through elevated digital screens that optimise visibility in fast-paced environments. The billboards are big, and the messaging is simple, so the campaign can get its point across fast without being too dense visually or copy-wise.

All in all, the campaign is still simple and easy to use. It leverages familiar grocery imagery and concise messaging to reinforce the positioning of Lulu in Minutes as a fast-access retail service, while also maintaining visual clarity required for outdoor advertising formats.

Lulu’s OOH campaign struck Dubai’s digital screens in the first week of May.