Keeta has returned to outdoor media across the UAE with a campaign featuring one of the world’s most recognisable superheroes.
The food delivery platform has teamed up with Spider-Man: Brand New Day for its second major UAE OOH campaign of 2026. The campaign was reported in early August and follows Keeta’s earlier outdoor activity promoting a 50% discount.
This time, the creative takes a different direction. Spider-Man provides the visual hook, while Keeta uses the film partnership to promote free delivery and encourage people to download its app.
‘Delivering A Brand New Day’ Connects the Two Brands
The campaign adapts the upcoming film’s title into the line “Delivering A Brand New Day.”
It is a simple connection between the entertainment property and Keeta’s delivery service.
Rather than adding a long explanation about the partnership, the campaign uses the familiar Spider-Man imagery to attract attention. Keeta’s own message then provides the reason for the advertising.
This keeps the idea straightforward for people seeing it while travelling.
Spider-Man Creates Immediate Recognition
Spider-Man is given a prominent position within the creative.
For an outdoor campaign, a familiar character can help people understand part of the visual immediately. They may recognise Spider-Man before they have had time to read the surrounding copy.
That recognition gives Keeta an opportunity to capture interest quickly and then direct attention towards its brand and delivery offer.
Free Delivery Gives the Campaign a Clear Offer
The partnership provides entertainment value, but Keeta also gives customers a practical message.
“Free Delivery” appears prominently within the campaign. A call to action encourages people to download the Keeta app.
This gives the creative a simple structure.
People first notice Spider-Man. They then see the Keeta branding and free delivery message. Finally, the app download prompt provides a clear next step.
For roadside media, this type of hierarchy can make a campaign easier to process within a limited viewing time.
Arabic Messaging Adds a Local Element
The campaign also includes messaging aimed at Arabic-speaking audiences.
The Arabic line translates as “Your Choice for Every New Day.”
The message connects with the wider “Brand New Day” theme while bringing the focus back to everyday food delivery.
This helps the campaign move beyond simply placing Keeta beside a famous film character. The wording gives the partnership a connection to the service the company wants people to use regularly.
Digital Screens and Hoardings Build UAE Visibility
Keeta has rolled out the campaign using digital screens and large hoardings across busy UAE commuter locations.
These large formats give the Spider-Man creative enough space to stand out.
Different Formats Serve Different Locations
Digital screens allow bright creativity to appear across busy urban environments. Hoardings provide larger areas for strong imagery and concise messaging. For brands considering billboard advertising, the location and format should support how quickly the message needs to be understood.
Pop Culture Gives People a Reason to Look
Partnerships with films, entertainment franchises and familiar characters can give advertising an immediate point of interest.
People who are already interested in Spider-Man may notice the campaign because they recognise the character. Others may simply be drawn towards the unusual combination of a superhero and a food delivery service.
The important part is what happens after that initial attention.
Keeta makes sure its own identity remains visible and gives audiences a clear offer. The campaign therefore uses Spider-Man as the starting point rather than allowing the film partnership to become the entire message.
What Advertisers Can Learn From Keeta
Keeta’s campaign offers several useful ideas for brands planning large-format campaigns in the UAE.
Connect Partnerships to the Product
A famous character can attract attention, but the partnership should still make sense within the campaign.
“Delivering A Brand New Day” links the film title directly to Keeta’s service.
Keep the Commercial Message Visible
The campaign still communicates free delivery and encourages app downloads.
The audience knows what Keeta wants them to do.
Design for Quick Recognition
Strong characters, familiar branding and short copy are easier to process from the road.
Give Each Element a Clear Role
Spider-Man attracts attention. Keeta identifies the advertiser. Free delivery communicates the offer. The app download message provides the next step.
