Kcal, founded in 2010, has led the path for healthy eating in the United Arab Emirates. Because they think that the decisions we make about what we eat and how it's cooked should be open to everyone, they’ve created a place for simple, accessible, nutritious cuisine, as seen on their OOH campaign in Dubai. The objective is to leave a positive legacy in the community by leaving it in a better state than they found it. That's why they manufacture everything from scratch, never using preservatives or additives, and ensuring that everything they do is centered on the consumer. The menu is a veritable library of world flavors, with calorie-controlled cuisine inspired by the global metropolis of Dubai. Every day, entire vegetables, fruits, and grains are delivered to the kitchen. Because food tastes better when it's produced fresh, the crew dices, cuts, spices, and roasts everything in-house. They also provide meal plans and include a grab and go service. On baby blue billboards, the brand ponders the question, “Hungry for Healthy?” with a picture of a delivery box with their slogan, “Taste Life”. Kcal paints their background in dark, forest green, to highlight the meals propped on the other billboard. The transitioning DOOH billboards show tasty plates that strike hunger all over Dubai and tempt people for a taste, with their colorful, well-prepped food. They make sure that they encompass “Restaurants, Meal Plans, Life”. The limited campaign rolled out on Digital Screens across Dubai, in the fourth week of January.
