‘Chauffeurs for spinach:’ these playful billboards promote Deliveroo’s grocery app
Otherway worked alongside the delivery app’s in-house creative team on this campaign.
Can you relate? / Otherway
Grocery delivery service Deliveroo Hop has launched an ad campaign to peddle its services to the masses. Born out of the insight that only two in 10 customers understood what Hop was, the app has taken a witty-yet-informative approach to its latest push.
In a series of billboards, viewers are met with one-liners such as: “send the baby spinach a chauffeur” and “connecting busy professionals with like-minded hummus”.
Deliveroo’s internal agency initially worked on the brief before handing the reigns over to creative agency Otherway to bring the project to life.
“It’s a cliché to say but this time it’s actually true – it’s been a brilliant team effort,” commented Jono Holt, partner at Otherway. “With such a busy category and so many brands just saying the same thing, we loved it when the Deliveroo Hop team came to us with the bravery to speak about the truth of why people really use their on-demand grocery service. This gave us permission to speak to our audience on their level in honest ways, and have a lot of fun in the process.”
The billboards draw from the Deliveroo parent brand but have been injected with more youthful and playful elements to speak to its target audience, with photography that shows products situated in the home environment.
“The key thing that made this such a success was that we kept consumer insights at the heart of every decision we made. As a result, we have built a relatable and differentiated brand that sets us apart from the competition,” added Iona Cameron, global brand strategy manager at Deliveroo.
“Deliveroo has one of the strongest grocery propositions in the market – the breadth of selection offered by the marketplace model combined with the speed and service levels of the operational setup from Hop, all in one app – which makes us a major competitor. We are excited to show the world what is to come in 2023.”