Deliveroo kicks off campaign uniting the world behind effortless food

An evolution of the ‘Food. We get it’ brand proposition established by Pablo London last year, ‘How do you Deliveroo‘ shifts the spotlight to the delivery firm‘s hungry customers by breaking down the takeout experience from the ordering to the setting and ultimately the serving.

Serving up the behaviors, rituals and arguments that power crucial decisions such as whether to order pizza or curry, the campaign seeks to break down cultural barriers by showing that the language of food is common to us all.

Tina Koehler, vice-president of marketing at Deliveroo, said: “We know what we eat is important, but how we eat it is what makes it personal, memorable and emotional. This is the focus of our new global campaign.”

Starting where it all begins with ‘The Order,’ the first video of the campaign encapsulates the spark of anticipation fired by sending off your takeout request.

Emotions are heightened further with ‘The Arrival,’ which shows the preparations that take place behind closed doors to lay the groundwork for delivery in the style of a period drama.

‘The Last Gyoza’ is a The Queen’s Gambit-style look at the machiavellian manoeuvres employed to snaffle the last dumpling from under the gaze of a loved one.

Dan Watts, executive creative director of Pablo, said: “Just like true love, our favorite takeaway makes us act in funny ways. Being the champions of great food, Deliveroo gets that and exists to serve those deliciously eclectic behaviors.”

Debuting during the 8.30pm ad break on Britain’s Got Talent this Saturday, the campaign will encompass video-on-demand (VOD), out-of-home (OOH), radio, digital channels and PR activity.

Deliveroo hailed 2021 as an “extraordinary year” after UK orders surged 70% to £6.63bn.