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By Taruka Srivastava, Freelance journalist

September 28, 2022 | 5 min read

Deliveroo’s new campaign targets the scourge of ordering anxiety.

Deliveroo continues its campaign ‘Food. We Get It’ by spotlighting the dilemma people go through when deciding what to order.

The 30-second campaign titled ‘Decision Time’ follows a journey through the mind of a hungry consumer, as viewers see her scroll through multiple dinner options like pizzas, burgers, fried chicken and getting lost in the world of hyperbolic food suggestions, eventually ending in a shower of crispy fried chicken.

Narrated by Owen Teale, the commercial was the result of an ambitious one-day shoot.

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Caroline Harris, marketing director UKI at Deliveroo said: “Our new ‘Decision Time’ campaign is built from a real human truth. With so many brilliant local restaurants and national brands to choose from, this campaign showcases the delicious journey that consumers go on when browsing through our app deciding what to order, whilst demonstrating our brand’s role in bringing these options directly to their door.

Dan Watts, executive creative director at Pablo added: “Life is full of decisions. Like whether to order curry or chinese on a Friday evening. Luckily Deliveroo caters for all your food joys - whichever way you choose, you’ve won. It’s been a culinary delight working with Deliveroo and Blinkink on this - whose craft and care are as exquisite as a bacon double cheese brioche.”



Marketing director UKI: Caroline Harris

Director of marketing, Brand and Media UKI: Ollie West

Senior marketing manager UKI: Mel Caplan

Marketing associate: Antonia Munday


Chief executive officer: Gareth Mercer

Executive creative Director: Dan Watts

Managing creative Director: Laura Rogers

Creatives: Martins Millers, David Carr and Gustavo Bonzanini

Managing partner: Sam Morgan

Head of planning: James Broomfield

Business director: Jamie Isaac-Richards

Account director: Kate Shepperd

Account manager: Holly Harvey

Head of production: Tom Moxham

Acting head of Production: Charlotte Lipsius

Senior producer: Rose Reynolds, Adrianne Godfrey

Project director: Katie Houghton

Film production

Director: Joseph Mann

Executive producer: Josef Byrne

Producer: Jack Bristow

Production company: Blinkink

Art director: Alison Dominitz

Production company: Blink Ink

DOP: Joe Douglas

Editor: James Rosen at Final Cut

VFX: Untold Studios

Creative director: Ben Cronin

Colourist: Aubrey Woodiwiss

On set supervisors: Christian Baker/George Rockcliffe

Executive producer: Tomek Zietkiewicz/Tom Igglesden

Producer: Simon Downie

Production assistants: Helena Almeida

VFX artists:

Nina Mosand

Roman Sotola

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Kia Coates

Julie Cruette

Dave Ince

Johan Alfort

Paul Stirling

Lewie Hodd

Henry Affonso

George Kyparissous

Lynn Decker

Sound engineer: Tony Rapaccioli

Sound studio: Wave Studios

Music : Major Tom

Creative Deliveroo Creative Works

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