Deliveroo has unveiled its latest brand platform, highlighting its premium membership package, through the playful and visually striking ‘Now Just Got Even Better’ campaign created by Pablo London. The campaign, set to Montell Jordan’s classic 90s hit ‘This Is How We Do’, introduces a hungry vampire gleefully receiving a stream of deliveries to his spooky mansion, underscoring the fun and absurdity at the heart of Deliveroo’s offering.
Adam Bishop, Chief Global Marketing and Product Officer at Deliveroo, shared insights into the strategic approach behind the campaign. “At Deliveroo, we’ve merged our Marketing and Product functions to create a seamless connection between how we develop our app and build our brand for consumers. This approach led us to create a long-term brand platform that thrives both on and off the app.”
Bishop continued, “This year marks our biggest innovations in the Plus loyalty program since its inception, making it the perfect time to launch our first Plus TV commercial under the new platform.” The campaign illustrates how Deliveroo enhances everyday moments, even the great ones, through a wide range of services available to Plus members. From indulging in a favorite burger to cooking for family and even shopping for aftershave, the ad showcases how customers can live their best “Plus Life,” all while enjoying 90s tunes and a lot of laughter.
Dan Watts, Executive Creative Director at Pablo London, reflected on the agency’s contribution to the brand’s evolution. “Deliveroo has grown from a food delivery service into a partner that provides whatever you need, whenever you need it. Sometimes, a hammer can be just as important as a chicken wrap. Deliveroo deserved a new brand platform and a re-imagined brand world, and we couldn’t be more excited about the potential of Deliveroo’s next era.”
The campaign, produced by Deliveroo Creative Studio and directed by Will Wightman through BlinkInk, leverages rich visual codes, playful absurdity, and a social-first content approach created by Vidsy and Coolr. Media planning was handled by Initiative London.
Following its UK debut, the campaign will roll out across Europe over the coming months, featuring TV, out-of-home, and digital activations. A second ad, focusing on the 10% credit-back benefit for Plus members, is slated to launch later in September, expanding Deliveroo’s offering beyond food and groceries into retail, with major retailers joining the platform.
Deliveroo’s new global platform, inspired by insights from the UK, France, and UAE, emphasizes that Deliveroo enhances every moment, making everyday life just a little bit better.
Credits:
Client: Deliveroo
Chief Marketing Officer: Adam Bishop
Brand Director: Stuart Frisby
Marketing Director: Sophie Laghzaoui
Campaign Manager: Laura Brady & Charlie Hazzan
Marketing Managers: Lance Kowlessar
Head of Marketing: Iona Cameron
Vice President: Caroline Harris
Head of Planning: Emma Bucknall
Creative Agency: Pablo London
Media: Initiative
Production Company: Blink / Blinkink
Director: Will Wightman
Director of Photography: Fabian Wagner
Executive Creative Director: Dan Watts
Creative Directors: Ray Shaughnessy & Dan Norris
Creative: Andy Parkman
Chief Strategy Officer: Lisa Stoney
Producers: Jack Robinson, Amelia Rose & Isobel Conroy
Post-Production: Blink / Blinkink
Editor: Nick Armstrong
VFX: 1920vfx
Producer: Lou Cherry
Editing: Tenthree
Music & Sound: String And Tins
Sound Designer: Adam Smyth