Meals On Me has launched a Christmas campaign that takes a different approach to festive marketing. Instead of offering treats or giveaways, the Dubai-based meal plan company has introduced its ‘Naughty & Nice’ campaign, which involves delivering lumps of coal to people on its so-called “Naughty” list.
The campaign also includes an incentive for those who want to end the year on a healthier note. Meals On Me is offering a 15% discount on its meal plans for customers who resubscribe, aimed at people looking to start their New Year goals early.
Brands often use Christmas campaigns to reward customers with gifts or promotions, sometimes spread across a “12 Days of Xmas” format. This year, Meals On Me has chosen to move away from that approach and instead create a campaign designed to stand out by challenging festive expectations.
As part of the activity, Meals On Me has created its own “Naughty” list, based on former customers who have unsubscribed. The brand has enlisted a Grinch character to deliver Meals On Me bags containing lumps of coal to selected recipients. Each delivery offers a final chance for customers to return to the “Nice” list by taking up a discounted resubscription for January.
The campaign reflects the brand’s view of the festive period as a time when routines often slip. Meals On Me acknowledges that people tend to go out more, eat more, and take a break from healthy habits in December. The campaign positions the brand as a way to bring the “nice” back once the celebrations end, helping customers return to balanced eating.
The idea behind the coal deliveries comes from a common seasonal pattern. December often sees customers pause healthy meal plans as they focus on social events and festive food. Meals On Me has used this insight to remind past customers about resubscribing after Christmas, using humour and incentives rather than pressure.
As the end of the year approaches and indulgence increases, the brand has chosen a playful and direct way to reconnect with customers who have drifted away from their usual routine. Instead of festive gifts, the campaign delivers a clear and memorable message through a bag of coal.
The activation includes doorstep visits led by the Grinch character. Selected customers receive a branded delivery bag with a lump of coal and a “Notice of Naughtiness” card. The gesture serves as a light reminder that healthy habits can continue, even during the festive season.
Meals On Me is known in Dubai for offering meal plans that focus on nutrition without compromising on flavour. The brand positions healthy eating as practical and enjoyable, using chef-prepared meals to show that structure and taste can exist together.
Returning to the “Nice” list is straightforward. Customers who subscribe to a Meals On Me plan can access a limited-time 15% discount. The offer is designed to support a reset after Christmas and help customers begin the new year with organised, ready-made meals.