Deliveroo is launching a new global brand campaign as it looks to showcase the breadth of food available on its service and get people using it more often.
Launching today (21 February), the ‘Eat More Amazing’ campaign will feature traditional takeaway foods such as curry and pizza alongside more unconventional offerings such as poke, a type of Hawaiian salad, and sushi, as well as healthier options. Deliveroo hopes this will be the start of a long-term proposition that will encourage people to “eat more amazing at every food occasion”.
The creative, which was designed in-house, makes more prominent use of Deliveroo brand cues including its signature colour, teal. Typography and copy have also been softened and given an onomatopoeic twist, which Deliveroo hopes will get across its “fun brand personality”.
The campaign will run across outdoor, radio, mobile, social, experiential and direct mail, while partners will also promote the positioning. The radio ads are particularly interesting, with Deliveroo running bespoke messages based on the day, weather and location.
Emily Kraftman, head of marketing for the UK and Ireland at Deliveroo, says: “We now have over 15,000 UK partners that span over 80 cuisine types. With Eat More Amazing we wanted to make sure the whole world knows Deliveroo is all about getting your favourite restaurant food delivered when and where you want it.”
The campaign launch comes as Deliveroo battles growing competition in the food delivery market from rivals including Just Eat, UberEats and Amazon Restaurants. According to YouGov BrandIndex, Deliveroo has better brand awareness than offerings from Amazon and Uber but still lags Just Eat and Hungry House.
And it has a job on its hands to improve consumer perceptions following growing concerns about the so-called ‘gig economy’ and Deliveroo’s relationship with its workers. YouGov’s index ranking, which measures a range of metrics including impression, quality and reputation, shows Deliveroo has a score of just -1.4, putting it 42nd on a list of 46 fast food and pub brands and behind all its main competitors.