Cutting Through UAE's Meal Prep Wars: Grams' Creator-First Launch
Grams is a UAE meal prep subscription offering curated and build your own plans with doorstep delivery. Expin activated a focused group of lifestyle and fitness creators to demonstrate real plan selection and convenience through short form video. The campaign amplified awareness and prompted audiences to explore Grams plans at scale.
Cut through a crowded meal subscription market and turn interest into platform visits
In a competitive UAE landscape where convenience and health offers blur together, winning attention and intent was vital for Grams. The brand needed to quickly show why its flexible plans and doorstep delivery fit busy routines, and convert discovery into traffic to the platform.
Mobilize UAE lifestyle and fitness creators on Instagram Reels through a barter program to showcase plan flexibility and delivery ease
Expin launched a barter campaign on the Expin platform, recruiting 30 creators with audiences aligned to healthy eating, fitness, and time saving routines in the UAE. Selection focused on creators whose content naturally integrates food and wellness, ensuring credible product fits and local relevance. Each creator produced Instagram Reels that walked viewers through choosing or creating a plan and receiving meals at their door, using tight storytelling and clear value moments. The format delivered fast, visual education and scaled reach while directing interest toward Grams' platform and plans.
In a short time, the campaign achieved:
Content Creators
Total Reel Views
Total Follower Reach
Hundreds of engaged fans—and counting
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