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‘Islington loves getting smashed’: food delivery app Gorillas highlights ordering habits

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By Amy Houston | Reporter

April 12, 2022 | 5 min read

In its debut spot for grocery delivery app Gorillas, creative agency The Or London has brought to life the weird and wonderful ordering habits of its users.

‘Whatever London Wants’ comes one year after Gorillas launched in the city, and breathes life into all the data it has gathered over that time period. Within the last 12 months, 8m products have been delivered in the capital, and this bold brand activation digs into the numbers in a creative way.

Gorillas

New Gorillas campaign by The Or London

The campaign takes inspiration from the online trend of stitching together content to make it intertwine in humorous ways, and uses a series of double-entendres that highlight the products people typically order through the app. Viewers find out that Londoners love ‘blowing’ (their noses with tissues and downing cold and flu products), ‘getting smashed’ (with the hipster favorite, avocados) and ‘double dipping’ (crisps into different salsas).

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“We are not like other instant delivery services, so our comms need to feel different too. That’s why we decided to work with The Or, who are all about doing things differently. We dug into our data to discover some fun facts, and collaborated with The Or to bring our insights to life in a playful and provocative campaign,” said Danny Barry, head of brand northern Europe for Gorillas.

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“As the data shows, we’ve delivered everything Londoners could want whenever they’ve wanted it, from late-night tea bags to 32 chocolate bars in a single order. This campaign celebrates the fact that we know our customer base, and we are confident it will inspire others to try out the Gorillas app to get the products they desire in minutes.”

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The ads feature a cast of familiar London natives such as illustrator Mr Bingo, singer Hak Baker and model Mia Wells. Music for the spot comes from homegrown talent Little Simz and the voiceover is Kennington-born rapper Sam Wise.

Amplification for the campaign will come from radio, digital and social coverage, as well as out-of-home (OOH) posters and murals.

The OOH ads aim to enlighten Londoners about their own habits by further revealing interesting insights about how different boroughs behave in relation to one another.

One poster says: ‘Lewisham lets it grow’ and then explains: ‘Ordering the least number of razors in all of London.’ Another reads: ‘Islington loves getting smashed’ and then clarifies: ‘Ordering more avocados than all of London. 135,598 to be precise.’

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“Gorillas is a really exciting client win for us – an ambitious startup that wants to shake up the market and connect with younger generations in mold-breaking ways,” added Paulo Salomao, co-founder and business lead at The Or.

“What better way to get Londoners to sit up and be interested in on-demand groceries than letting them know what their neighbors are ordering? This is a big idea that can rise above the industry clutter, and we look forward to seeing it run in London and then other cities around the world.”

Gorillas: Whatever London Wants by The Or London

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