Deliveroo Serves Up Food Freedom in First Campaign from W+K London
Today Deliveroo is launching its 2019 global marketing campaign that will encompass TV, digital, OOH, cinema, media sponsorship and digital radio. The new Food Freedom campaign, Deliveroo's first project with Wieden+Kennedy London, reinforces the food delivery company as the go-to choice for hungry Brits looking for amazing food delivered fast.
At almost six years old, Deliveroo has exploded not only across the UK, but the world. Deliveroo recently set up shop in Taiwan, its 13th market, and will announce further expansion soon. Deliveroo’s new campaign will further accelerate its growth, shaking off historical high-end connotations and becoming a brand that is accessible to all, without losing its fun voice and aesthetic that has earned it millions of die-hard customers across the country.
The new marketing campaign celebrates food happiness in all its forms - whether that's in front of a dirty burger on a hungover Saturday or when you’re at the office late on a Tuesday and the first bite of your Thai green curry gives you the strength to carry on! With its new campaign, Deliveroo embraces the idea that food happiness is the freedom to have what you want, when you want it, where you want it.
Deliveroo’s new OOH embraces colour and puts food at the heart of its creative. Using colour blocking, graphic food imagery leaps out at consumers. Deliveroo pairs these punchy visuals with equally animated copy, that celebrates the act eating.
Food Freedom will also be presented to consumers on digital across owned channels, YouTube ads and CRM. Deliveroo will be featured for the first time across Twitch, Waze and Acast.
Deliveroo will be re-launching its dynamic digital radio ads, where listeners will be served bespoke messages around Deliveroo, based on the time of day and their location. This will air alongside traditional national radio ads that put Deliveroo’s restaurant partners front and centre.
Deliveroo’s new Food Freedom TV advert was directed by Alex Mavor and Edward Kaye of The Sacred Egg and features multiple out-of-this-world scenes that bring to life the human truths that celebrate the joy of a good takeaway.
Deliveroo is on a path to become the definitive food delivery company, and it's this ambitious goal that fuels innovation at Deliveroo HQ, helping the London startup come up with new and exciting consumer offerings whilst being able to offer riders well-paid, flexible work and supporting Britain’s restaurant industry.
Emily Kraftman, Deliveroo UK and Ireland marketing director, said: “Deliveroo offers a better selection and service than any other food delivery service in the UK and our Food Freedom campaign will help to reinforce this fact with our customers. After all, life is too short for disappointing takeaways. At its core, our new campaign is telling people Deliveroo can give you the freedom to have what you want, when you want it, where you want it.”
Ben Shaffery and Max Batten, creatives, Wieden+Kennedy London, added: "Nothing really beats tucking into a burger in your joggers in front of the TV. Using a hyperbolic lens, we placed a bunch of simple takeaway truths at the heart of the campaign, showing that with the ease of Deliveroo, nothing can get in the way of your Food Freedom.”
Featured Companies: Riff Raff Films
Post Production / VFX
Post Production Company: MPC
VFX Supervisor: Jonathan Box
Producer: Ben Tomlin
Sound Company: Wave
Sound Design: Dugal MacDiarmid
Creative Agency: W+K London
Creative Director: Kit Dayaram
Creatives: Ben Shaffery, Max Batten
Executive Creative Director: Tony Davidson, Iain Tait
Producer: Matthew Ellingham
Group Account Directors: Laura Jacobs
Account Director: Michaela Chweidan
Account Management: Isabelle Udall
Planning Director: Indiana Matine
Planners: Rory Foster, Anna-Claire Clendon
Production Assistant: Iona Patterson
Business Affairs: Jo Woodford
Production Company: Riff Raff
Director: The Sacred Egg
Executive Producer: Matt Fone
Producer: Cathy Hood
DOP: Simon Chaudoir
Photography: Jamie Chung
Print Producer: Rashel Tashchian, Pete Horrocks
Retoucher: Jhy Turley @ Stanley Productions
Music Company: Leland Music
Edit Company: Cut and Run
Editor: Sam Bould
Category: Food , Food Delivery Services
Genre: Comedy , Visual VFX