Online food delivery company Deliveroo leans into its darker side as it unveils a campaign and TV commercial to mark the launch of its new ‘Now Just Got Even Better’ brand platform.

The TV spot, which was created in partnership with the firm’s agency of record Pablo and production house BlinkInk, shows a vampire thoroughly enjoying himself as he uses Deliveroo’s new offering.

Set to the tune of Montell Jordan’s 90s hit ‘This Is How We Do It’, the ad promotes the business’s Deliveroo Plus loyalty programme, featuring a new invite-only Plus Diamond tier.

“It’s been amazing to go on the journey with Deliveroo and see it grow from a food delivery business to a whatever-you-need-for your-life business,” said Pablo London executive creative director Dan Watts.

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A second advert which focuses on the 10% credit back offering will launch later this month.

The campaign will also feature out-of-home and digital creative designed by Pablo London and Deliveroo Creative Studio and social-first content created by Vidsy and Coolr.

Media planning was carried out by Initiative London and the campaign will roll out across Europe over the coming months following the UK launch.

“This new work shows the kind of life partner that Deliveroo is capable of being,” Watts continued.

“The kind of partner that understands that at times, a hammer can be just as important as a chicken wrap. A partner that deserves nothing less than a new brand platform, a re-imagined brand world and a stone-cold classic 90’s banger.

“We couldn’t be more excited by the potential of Deliveroo’s next era.”