Written by Kianna Best on Sep 4, 2024. Posted in Production News

Deliveroo launches new brand platform

Delivery service Deliveroo have launched their new global brand platform Now Just Got Even Better with their first campaign featuring Deliveroo Plus. Developed with Pablo London and produced by BlinkInk, alongside Delievroo’s creative Studio, the campaign features a laughing vampire indulging in all the perks of Deliveroo’s subscription service, backdropped to the tune of 90’s hit This is How We Do It.

Dan Watts, Executive Creative Director of Pablo London said: “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. This new work shows the kind of life partner that Deliveroo is capable of being. 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.”

From burgers to full spread to entertain with, Deliveroo’s new campaign features all the possibilities of their service, as the laughing vampire mascot finds joy in every delivery. And now with their loyalty programme Deliveroo Plus, the brand is even better. The new brand platform is inspired by insights from the UK, France and UAE, based on the idea that Deliveroo enhances moments. The platform developed with Pablo London leverages brand codes and visual devices to build creative consistency and recall across all consumer touchpoints on and off the app.

“Whether it's dinner with family, cooking at home, DIY at the weekend, or self-care - Deliveroo is there to help you enhance the moment - in the moment - by bringing the neighbourhood to your door,” the stamen on the launch reads.

“At Deliveroo we’ve put our Marketing and Product functions together - connecting the dots on how we develop the app and how we build the brand for consumers,” comments Adam Bishop, chief global marketing and product officer for Deliveroo. “In doing so, we set out to build a brand platform for the long-term that could live seamlessly both on and off the app - and I’m so excited that we’ve done this with ‘Now Just Got Even Better’. This year we delivered our biggest innovations in our Plus loyalty programme since its inception, so it’s the perfect time to launch our first Plus TV commercial under our new platform. Our TVC leans in to fun, absurdity and rich visual codes - when our mastermind isn’t focusing on world domination, he’s using Deliveroo Plus to treat himself to his favourite burger, cook for his family and buy an aftershave all whilst listening to 90s bangers and laughing (a lot).”

Images courtesy of Deliveroo