Food delivery platform Deliveroo is marking the final episode of BBC’s Gavin & Stacey with a mini out-of-home campaign running in key locations in Essex.
Developed by London agency Pablo, the works pays homage to Gavin & Stacey character Smithy’s Essex origins, with dedicated placement celebrating his iconic curry order.
Running across 48 sheets and six sheets in Billericay, the creative will read: “1x Chicken bhuna, 1x Lamb bhuna, 1x Prawn bhuna, 1x Mushroom rice, 1x Bag of chips, 1x Keema naan, 9x Poppadoms, 1x Saag Alloo.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
In the comedy show, upon hearing that his friends intend to share the order Smithy reacts with dismay and insists on eating the jumbo Indian takeaway order in his car – with the campaign including a tongue-in-cheek note to the delivery driver reading: “Please deliver to the blue car out front. Tidy.”
Created by Pablo creatives Flora German and Shivani Patel, the campaign’s media planning and buying was handled by Initiative and will run through to the end of the year.
The campaign will be further amplified by a special Christmas bundle available exclusively on the Deliveroo platform from Brentwood Spice Indian takeaway in Smithy’s Essex hometown.
