Deliveroo Kuwait Launches Ramadan Campaign with the Country’s First Brand-Led Micro-Drama Series

For generations, Kuwaitis have tuned into Ramadan television series as a shared ritual throughout the month. Inspired by this tradition, Deliveroo set out to recreate that same sense of anticipation and connection, this time through short-form, social storytelling designed for today’s viewing habits. At the heart of the campaign is a series of short, episodic stories rooted in relatable, everyday situations. From last-minute iftar plans and suhour cravings to coffee runs, dessert debates, family gatherings, and unexpected holiday overlaps, each episode is set to open with a compelling hook and end on a cliffhanger. Since this year’s Ramadan period uniquely coincides with several other culturally significant occasions (including Valentine’s Day, Mother’s Day, and Kuwait’s National and Liberation Day), the campaign will also weave them into one evolving narrative, capturing the overlapping emotions, pressures, and celebrations that many households experience throughout the season. “Ramadan is full of small, human moments — some joyful, some chaotic, and many deeply familiar,” said Tamara Abdulmajeed, the Head of Account Management at Deliveroo Kuwait. “This campaign reflects real life in Kuwait, told through stories that feel warm, humorous, and culturally true. By adopting a micro-drama format, we wanted to create something audiences genuinely look forward to tuning into throughout the month of Ramadan.” Designed for social-first platforms, the campaign’s episodic format allows Deliveroo to build emotional continuity across the season, strengthening its connection with the Kuwaiti community while celebrating the rituals, values, and togetherness that define Ramadan. Alongside storytelling, the campaign is set to highlight Deliveroo’s wide ecosystem of partner restaurants, grocery stores, cafés, and retail partners, demonstrating the platform’s breadth while reinforcing its long-term commitment to supporting local businesses across Kuwait. By centering Kuwaiti customs such as giving, sharing, and gathering, the campaign underscores Deliveroo’s ongoing role as a trusted everyday companion during Ramadan and beyond. To stay tuned, follow Deliveroo on Instagram @deliveroo_kw