In a region where food delivery apps are practically part of daily vocabulary, Talabat continues to turn heads (and stomachs). Their latest out-of-home venture, spotted on digital billboards, hoardings and lampposts in Dubai and Sharjah, spells a clever, timely return: Back to The Juggle, a play on back-to-school season and the return to that daily routine (with their courier activities). It is not Talabat's first foray into OOH. Previous campaigns used witty local wordplay to remain top of mind, but this one, launched at the moment summer slips into routine and end of freedom from timetable, is speaking directly about what's on everyone's mind: getting back to normal, and back to home comfort. With dramatic orange frames and intense close-ups of burgers, pizza, and sushi, Talabat makes the concept of back to school or back to work something that sounds more like: back to your cravings. Let's start with the look. One billboard shows Back to the Juggle” in Talabat's signature playful font, sandwiching the copy between photos of a juicy burger that would shame any diner's best. Another fiddles with Arabic and English interaction, which sounds the same as it looks but automatically sounds local. And there's also one that uses Back to Mondays” and minimalism, with an aesthetically dressed cool girl in the elevator up to her office (matcha in hand, of course). The clean aesthetic centers on food and beverages, placed front and center, in the manner of a fashion layout. There is careful planning behind where this campaign is seen. Digital screens, hoardings and lampposts in Dubai and Sharjah are no accident; these are locations with crowded on-the-go commuters, working professionals grabbing a quick lunch, and mid-day snack daydreamers. The campaign is seen where decisions are made: traffic lights, people areas, mall exits. The mobile app’s campaign is refreshingly clear. You’re back. So is your appetite. And Talabat is right there. Whether you're back to your desk, back to routine, or just back to the awareness you haven't eaten yet, this campaign strikes on both time and tone. It's reassuring without being cliche, and visually jarring enough to stop a scroll, or in this case, a car. The billboard campaign ran in the first week of August in the UAE, all over hoardings, digital screens, and lampposts.
