-author-avatar_thumbnail.jpg){kind=avatar}
Delivery service Deliveroo just launched a spot as part of an all-new global brand platform.
Made with creative agency Pablo London, "Now Just Got Even Better" seeks to tout Deliveroo Plus, the company's subscription-based loyalty program.
The platform takes inspiration from consumer insights and the idea that Deliveroo makes every great moment even greater, whether it's a dinner with family, cooking at home, or self-care.
By bringing the neighborhood to its customers' doors, it's able to enhance everyday experiences by making it easier for people to enjoy their favorite local foods and treats without leaving the comfort of their homes.
View this post on Instagram
Pablo London Executive Creative Director Dan Watts expressed joy witnessing Deliveroo "grow from a food delivery business to a whatever-you-need-for your-life business."
Watts goes on to say that the new work shows the kind of "life partner" Deliveroo is, as it understands that at times, "a hammer can be just as important as a chicken wrap."
The British online delivery company's campaign will be the first to feature its Plus loyalty program, following significant updates.
With a goal of becoming a Plus-first business by 2026, the brand is pulling all the stops by adding an invite-only tier called "Plus Diamond," and by giving members 10% credit back to restaurant orders on Plus Gold.
View this post on Instagram
Notably, the new campaign follows Deliveroo’s move to expand beyond food and groceries into retail, partnering with several major retailers to take part in the platform.
Deliveroo Chief Global Marketing & Product Officer Adam Bishop expounds on the brand's innovative pursuits, which makes this year the perfect time to launch its first Plus TV commercial under the platform.
"Our TVC leans in to fun, absurdity and rich visual codes — when our mastermind isn’t focusing on world domination, he’s using Deliveroo Plus to treat himself to his favourite burger, cook for his family and buy an aftershave all whilst listening to ‘90s bangers and laughing (a lot)," Bishop shares.
The quirky madman-led ad is the first of two spots set to air on TV this September.
By leveraging brand elements and visual cues, it is not only able to establish creative consistency across the advertising and marketing campaign, but also build brand awareness and recall, both online and offline.
Living That Plus Life
Set to the tune of Montell Jordan's classic R&B song "This Is How We Do It," Deliveroo's 40-second TVC takes viewers to a hidden lair perched on top of active volcanoes, as the laugh of an evil mastermind echoes from the distance.
It turns out the man's maniacal laughter was due to the "wicked savings" he could make as a member of Deliveroo Plus, entitling him to free delivery on eligible orders.
View this post on Instagram
Viewers then see the many ways Deliveroo enhances the daily life of the man, as he has a burger, an iced coffee, beauty products, and groceries delivered straight to him by the service, hassle-free.
Amid his activities, his parents arrive for dinner.
The spot ends with the three laughing, as the narrator invites viewers to "sign up and start living that Plus life."
Recently, Uber also launched a heartwarming campaign introducing a new tagline, "On Our Way," which highlights how the brand is always ready to serve its users.
Editing by Katherine 'Makkie' Maclang
-author-avatar_mobile.jpg){kind=avatar}
