Tue, 31 Aug 2021 14:12:41 GMT
A new campaign from Deliveroo launches today to celebrate their on-demand grocery offering. In partnership with Co-op, Waitrose, Aldi, Morrisons, and Sainsbury’s, the new 30 second hero advert created by Pablo, produced by Pulse Films and directed by Ninian Doff takes viewers on a journey through a wonderful world of groceries, where all their favourite supermarkets can be found in one place and be delivered to doors in as little as 20 minutes, thanks to Deliveroo and its teal-clad riders.
With floating bread clouds and islands of milk waterfalls, mountains made of hot croissants, volcanic exploding eggs and flying bananas, the creative highlights the utopia of having top supermarkets and thousands of products at their fingertips, aiming to grab the attention of existing customers as well as raise awareness with new shoppers in a compelling and imaginative way.
Rhianna Smith, head of grocery at Deliveroo said: “We set out to create an ad that captured the evolution of the on-demand grocery space, in a way that felt disruptive in comparison to what audiences are used to seeing on TV. The creative concept is designed to shift the way customers think about doing their food shopping by bringing grocery essentials to life through memorable storytelling, celebrating Deliveroo’s 20 minute delivery proposition. From forgotten ingredients to ordering everything needed to host an extended family BBQ, with on-demand grocery, there’s a world of groceries at their fingertips to cater for all needs, and we hope this is what audiences take away from the new campaign.”
Working with Arch Model Studio (AMS), everything in the film was made in real life model sets, which took weeks to build. From suspended bread, to croissant rocks, to milk waterfalls - it was all hand-crafted, created, and puppeteered to move in-camera. AMS are known for their work on Wes Anderson films such as the Isle of Dogs.
Deliveroo’s grocery offering has seen huge growth this year, with more customers using the on-demand service to order groceries and adopting new ways of daily and weekly food shops. With new players entering the on-demand and convenience grocery sector, Deliveroo wanted to cut through the noise by creating a creative platform that tells the brand story in a memorable way and can complement the broader brand platform - Food. We Get it.
As champions of great food, in this new, imaginary world, Deliveroo showcases pure food pleasure. Fresh food and groceries in their happiest freshest form, waiting for customers to click order. Thanks to Deliveroo, that imagined world is closer than they think.
Dan Watts, ECD at Pablo said: “It’s been a bread based joy bringing to life the future of grocery shopping with Deliveroo - and what a gift to never again have to walk 15 minutes in the North London rain for last minute milk.”
The campaign launches today across TV, Social and Radio.
Marketing Director, UKI: Emily Somers
Head of Grocery Marketing: Rhianna Smith
Marketing Manager, grocery: Margarita Lovi
Marketing Manager, media and campaigns: Charlie Hazzan
Creative agency: Pablo
Executive Creative Director: Dan Watts
Creative Director: Nikki Lindman
Creatives: Amy Fasey & Jacob Hellstrom
Partner and Head of Planning: Mark Sng
Planning Director: Imali Hettiarachchi
Managing Director: Hannah Penn
Business Director: Gina Hood
Account Director: Britt Anderson
Account Manager: Elise Goodwin
Head of Production: Tom Moxham
Agency Producer: Charlotte Lipsius
Director: Ninian Doff
Executive Producer: James Sorton
Producer: John Bannister
DOP: Tristan Oliver
Production Designer: Arthur De Borman
Set Builder: Arch Studios
Editor: Leo King @ Stitch
Post-Production: Untold Studios
Executive Producer: Tom Igglesden
Post Producer: Ella Glazer
VFX Leads: Alex Kulikov, Martino Madeddu, Sebastian Caldwell
Sound: Jonathan Dreyfus @ StareCrazy
Categories: Retail and Restaurants , Food delivery platformPulse Films, Tue, 31 Aug 2021 14:12:41 GMT