Deliveroo has kicked off a new global brand platform, ‘It’s All On Your Doorstep’, celebrating the brand’s role at the epicentre of local food scenes around the world, connecting consumers with the food they love.
Developed by independent creative agency Pablo London, the new brand positioning was born out of a multimarket research process that dived into the role of Deliveroo in consumers’ lives.
The food delivery firm‘s new positioning aims to reflect consumers’ evolving food and grocery delivery behaviours. It was inspired by research that found that they were becoming more locally motivated, in the face of ‘increasingly homogenous’ service.
“Whichever neighbourhood you live in, one of the most exciting things about it is the local food scene. From London to Dubai, Paris to Hong Kong, what connects us all is a shared love of food,” said Deliveroo director of marketing, global brand strategy and campaigns Sophie Laghzaoui.
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“Deliveroo gives customers a portal to discover the best food experiences available on their doorstep – and that’s what inspired our new global brand platform,” she added.
The launch will be supported by a multimedia creative campaign encompassing two 30-second films; with one advert depicting a Deliveroo rider taking viewers on a tour of a bustling food community, showcasing the range of culinary experiences that can be discovered.
Another depicts Dliveroo’s On-Demand Grocery service, journeying through the foodie mind of a customer in a vibrant and animated adventure to celebrate the convenience of having groceries delivered in ‘as little as twenty minutes’.
Showcased across TV, video-on-demand, radio, digital, social, PR and out-of-home (OOH), the creatives will use mixed media environments featuring diverse and unique characters, all centered around the love of food.
“Great food is what makes the neighbourhood. So, get your fork out and explore what’s outside your front door,” said Pablo executive creative director, Dan Watts.
“It’s been great fun working with the entire Deliveroo team on this juicy new campaign and we look forward to seeing what we can cook up together next.”
The new campaign, produced with media planning agency Initiative Media, follows in the wake of the food delivery brand announcing a new advertising proposition last year.
