Keeta partners with Empire Entertainment for Spider-Man: Brand New Day campaign across UAE
The food delivery platform launches a UAE-wide promotional initiative tied to the upcoming Spider-Man film, featuring in-app challenges, mall activations and cinema experiences as part of its brand-building strategy in the competitive market.
Campaign Features and Customer Engagement
Keeta, the international food delivery platform backed by Meituan, has partnered with Empire Entertainment to launch a UAE-wide campaign centered around Sony Pictures' upcoming film Spider-Man: Brand New Day, which arrives in cinemas on July 31.
The initiative, themed Delivering A Brand New Day, combines entertainment-led marketing with customer rewards as Keeta seeks to establish its presence in the UAE's competitive food delivery sector. The platform, which launched in Dubai in September 2025 before expanding across all seven emirates by December, enters a market valued at approximately $10.86 billion in 2026.
The campaign offers customers interactive experiences including in-app challenges, exclusive rewards, and opportunities to win cinema experiences. Keeta will introduce immersive pop-up activations at major UAE shopping destinations, featuring interactive games and prize opportunities for families and movie enthusiasts.
Empire Entertainment, which holds exclusive theatrical distribution rights for Sony Pictures films in the Middle East and has operated cinema exhibitions since 1919, brings significant regional expertise to the partnership. The company operates cinema complexes across Saudi Arabia and the broader Middle East, including locations in Jeddah, Riyadh, and Madinah.
Market Context and Regional Expansion
Keeta competes against established players in the UAE delivery market, including Talabat, which commands approximately 45% market share, and Deliveroo, which holds around 25%. The platform's parent company Meituan processes more than 150 million daily orders globally and serves over 770 million users worldwide through its technology infrastructure.
The UAE campaign follows Keeta's regional expansion pattern. The platform first entered Saudi Arabia in September 2024, capturing over 10% market share within months before expanding to Qatar, Kuwait, and the UAE in 2025. In Dubai, Keeta introduced drone delivery trials in December 2024, showcasing advanced delivery technology capabilities.
Film Franchise and Cultural Appeal
Spider-Man: Brand New Day marks the fourth solo Spider-Man film in the Marvel Cinematic Universe starring Tom Holland, following Homecoming, Far From Home, and No Way Home. The film is directed by Destin Daniel Cretton.
The collaboration reflects Keeta's strategy of creating experiences that extend beyond traditional food delivery, connecting customers with entertainment brands and cultural moments. As the UAE food delivery market is projected to grow at rates between 9.3% and 18.65% annually depending on segment, such brand-building initiatives serve as key differentiation tools in an increasingly competitive landscape.
