Deliveroo and Channel 4 tie for Gogglebox-style contextual ad series
Deliveroo has partnered with Channel 4 on a series of 10 contextual ads filmed in an observational documentary style. The spots have been created by the ad agency The Outfit and tell the real-life stories of how a Deliveroo delivery ‘saved the day’.
It is Deliveroo’s first contextual TV campaign, with six of the 10 ads to be linked to the Channel 4 show they are placed around, including Gogglebox, Made in Chelsea and Grand Designs. Two of the ads will have reactions to an upcoming episode of Made in Chelsea and Celebrity Cooking School.
Niall Murdoch, founding partner at The Outfit, said: “To weave their stories into the fabric of Channel 4 alongside the programs, it was important to reflect the language and tone of the Channel, with mini title sequences, casting real friends and family to deliver genuine performances – the spots feel more like trailers for a show.”
Episodes in the series include ‘Deliveroo Presents… The Dinner Party Drama’ about a group of friends reminiscing about a dinner party disaster and ‘Deliveroo Presents… The Chicken Run’ follows a couple whose dog ate their roast chicken. In both situations, a Deliveroo order saved the meal.
The first ad will air on October 3 during Food Unwrapped and the rest will run on regular Channel 4 shows on TV and VOD till December 31.
The campaign is part of Deliveroo’s ‘Food, We Get It’ brand platform, which was established by Pablo London last year.
Deliveroo has also brokered a product placement deal with Channel 4 for two active and six passive placements in Come Dine with Me. The media agency Initiative led the planning and buying to secure premium programming placements.
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Rhianna Smith, head of marketing UKI at Deliveroo, added: “As we look to drive a deeper emotional connection with Deliveroo customers, these spots remind customers that we are more than food delivery – we deliver light relief in sticky situations, a helping hand at home, a touch of joy in spontaneous moments, or whatever our customers need it to be.”
The contextual ad series follow Deliveroo’s latest 30-second TV ad, ‘Decision Time’, which was released last week.