MEALS ON ME
Industry
Food & Beverage
Year :
2024
Location :
UAE
Award wins, iconic collaborations, new verticals, and a sharper identity - our work helped fuel MOM’s rise across the UAE.
Meals on Me (MOM) was built on clean eating and calorie-counted convenience, but online, the brand wasn’t reflecting the freshness, sophistication, or ambition it carried offline. With competition rising and expansion underway, MOM needed a voice, a visual identity, and a strategy that could match its momentum.
Before We Met
Meals on Me was struggling to stand out in a crowded meal-plan market where every brand looked and sounded the same. Their social media lacked identity, their content lacked direction, and their website experience was cluttered and confusing for new users. Campaigns weren’t hitting the mark and the brand’s ongoing expansion into new categories wasn’t supported by a cohesive digital presence. MOM had strong products, but no strong brand expression.
After We Met
We rebuilt the brand from the inside out, starting with the BBC Good Food Award–winning campaign that instantly elevated MOM’s credibility and recall in the UAE. We developed the SuitChef series into a high-energy format that pulled Dubai’s corporate crowd into fun, competitive food challenges.
When Marco Pierre White joined the brand, we produced and shot the Dubai content, using his authority to sharpen MOM’s premium positioning.
We refreshed the entire visual identity, from social grids to packaging, and designed elevated packaging for Marco-inspired dishes. As MOM expanded into high-protein meals, vending machines, cafés and fitness partnerships (TKMMA, Padel Pro), we conceptualised and launched campaigns across every vertical.
We also improved the website UI and flow, helping MOM grow from a meal-plan brand into a multi-format food ecosystem.
Results
BBC Good Food Awards Middle East: From a single nomination in 2024 to two nominations in 2025.
5.3M reach on Instagram alone.
Engagement rates skyrocketed, with consistent spikes driven by Marco-led content and campaign rollouts.
MOM evolved from a meal-plan brand into an integrated food business with cafés, multiple subscription categories, smoothies, protein bars, vending solutions and fitness partnerships.
Brand recall, visual identity and campaign performance climbed significantly as MOM established itself as one of the UAE’s most recognisable health-food brands.
