Food delivery service Deliveroo has chosen Wieden+Kennedy to handle what it says is its first global marketing campaign (the British start-up has just entered its 13th market, Taiwan). This, though seems, squarely aimed at Brits.
W+K likes food (judged by its efforts for Arla Foods and Sainsbury’s among others) and also people morphing into cuddly-ish monsters. Both trends are evident here.
There’s also Out of Home, radio, CRM and online video.
Deliveroo UK and Ireland marketing director Emily Kraftman says: “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.”
Deliveroo UK says its intent is to “come up with new and exciting consumer offerings whilst being able to offer riders well-paid, flexible work and supporting Britain’s restaurant industry.” It’s recently started paying insurance for its riders who are deemed to be self-employed.
Privately-held Deliveroo is one of the UK’s fabled digital “unicorns,” valued at more than £1bn, although made fairly eye-watering losses last year as it expanded around the world. It’s reported to be on Uber Eats’ menu as the ride-hailing giant expands into food deliveries.
MAA creative scale: 7.5. Better than its UK rivals.