Deliveroo UAE Reveals Unique Collaboration with Emirati Animation FREEJ this Ramadan

11 March 2024 Deliveroo UAE has just unveiled its collaboration with Lammtara Art Production, celebrating the first-ever brand integration of a delivery aggregator in the Emirati animated series, FREEJ. The collaboration will also entail the launch of an exclusive FREEJ store on the Deliveroo app where customers can purchase merchandise like the iconic Um Khammas plush toy and character pins.

FREEJ, created by Mohammed Saeed Harib, is a beloved Emirati animated television series that has captured the hearts of audiences worldwide since its debut in 2006. Set in a fictional neighbourhood in modern-day Dubai, the show follows the lives of four elderly Emirati women - Um Saeed, Um Saloom, Um Khammas, and Um Allawi - as they navigate the complexities of daily life with humour, warmth, and cultural authenticity.

This unique partnership signifies a monumental leap for Deliveroo as it becomes the first-ever delivery aggregator to be seamlessly woven into the fabric of FREEJ’S narrative. Deliveroo’s integration into the animated series is set to grace the screens in a few episodes of the forthcoming season, scheduled to first air during the month of Ramadan on MBC’s Shahid. This underscores the company’s unwavering dedication to hyperlocal cultural enrichment and innovation within the region’s entertainment panorama.

At the heart of this collaboration lies the establishment of an exclusive FREEJ store on the Deliveroo app. Customers can now purchase FREEJ merchandise, including the signature Um Khammas plush toy and character enamel pins designed to encapsulate the essence of the series.