DELIVERING FOOD ENVY

'Eat More Amazing', Creative Director

Deliveroo was in its 5th year and facing growth challenges within the competitive food delivery category. The business needed to differentiate itself and communicate a strong case for choosing its services above anyone else. The brief to my team was to achieve cut through with an integrated global brand campaign.

THE PROCESS  In my role as Creative Director on this project, and Global ECD for the brand, I led multiple work streams to meet the marketing timelines for launch and managed senior stakeholders within the business to align on the creative approach. I parallel tracked the development of a brand strategy and a visual rebrand simultaneously as the campaign development.

THE IDEA  Working with my in-house team, we developed the ‘Eat More Amazing’ idea anchored to Deliveroo’s core belief that food matters to us all, in different ways. Whether it’s having comfort burgers in bed or recharging in the boardroom, Deliveroo is driven to constantly innovate so you can ‘eat more amazing’. Whatever 'amazing' means to you. Whenever, wherever you are.

TVC  We made our food umissable with a larger than life spin, giant dishes deliver themselves around the city. The creative challenge was convincing a tech first company to not focus on features of the app but on the experience we deliver to people, amazing food! Our production challenge was working to extreme timelines and the idea, being simple on the page, requiring some serious post production expertise.

OOH  To differentiate without compromise, where other food delivery services at the time only showed their bags, we decided to hero amazing food by placing it front and center. We established an art direction with uncompromised brand cues but most importantly a unique photography style worthy of amazing food and your attention.

Each dish was portrayed like a lead character, to bring out their unique "personality". Examples of the case were the bossy in-charge Burger, the beautifully elegant Thai Green Curry and the mischievous Taco amigos.

The key objective of the campaign was to land the line ‘eat more amazing’ but due to the length of the campaign we had the opportunity to include supporting headlines bringing our playful brand personality to life.

RADIO One of our key differentiators was our exclusive restaurant partnerships. We created four radio spots covering different occasions and audiences to call out the restaurant quality food you could only get on our service.

EXPERIENTIAL In our experiential we invited customers to truly experience the unique and amazing food only available on Deliveroo. Creating a tasting tour taking you on a culinary journey around the world through our exclusive restaurant partnerships. We built a mini set with four conjoined living rooms, each individually themed with a corresponding tasting menu.

THE MAKING OF If you made it all the way down here, why not watch the making of the TVC :) Challenged techically to achive the creative ambition of the project and working to crunched timelines with business stakeholders not aversed in the world of brand and creative - we delivered on the business brief to differentiate Deliveroo as a cut above the rest, delivering you the most amazing food to enjoy in the comfort of your home.