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Deliveroo Serves Up Food Freedom in First Campaign from W+K London

Creative 3.4k Add to collection

Agency launches multi-platform campaign with spot directed by Riff Raff's The Sacred Egg

Deliveroo Serves Up Food Freedom in First Campaign from W+K London

Today Deliveroo is launching its 2019 global marketing campaign that will encompass TV, digital, OOH, cinema, media sponsorship and digital radio. The new Food Freedom campaign, Deliveroo's first project with Wieden+Kennedy London, reinforces the food delivery company as the go-to choice for hungry Brits looking for amazing food delivered fast. 

At almost six years old, Deliveroo has exploded not only across the UK, but the world. Deliveroo recently set up shop in Taiwan, its 13th market, and will announce further expansion soon. Deliveroo’s new campaign will further accelerate its growth, shaking off historical high-end connotations and becoming a brand that is accessible to all, without losing its fun voice and aesthetic that has earned it millions of die-hard customers across the country. 

The new marketing campaign celebrates food happiness in all its forms - whether that's in front of a dirty burger on a hungover Saturday or when you’re at the office late on a Tuesday and the first bite of your Thai green curry gives you the strength to carry on! With its new campaign, Deliveroo embraces the idea that food happiness is the freedom to have what you want, when you want it, where you want it. 

Deliveroo’s new OOH embraces colour and puts food at the heart of its creative. Using colour blocking, graphic food imagery leaps out at consumers. Deliveroo pairs these punchy visuals with equally animated copy, that celebrates the act eating. 

Food Freedom will also be presented to consumers on digital across owned channels, YouTube ads and CRM. Deliveroo will be featured for the first time across Twitch, Waze and Acast. 

Deliveroo will be re-launching its dynamic digital radio ads, where listeners will be served bespoke messages around Deliveroo, based on the time of day and their location. This will air alongside traditional national radio ads that put Deliveroo’s restaurant partners front and centre. 

Deliveroo’s new Food Freedom TV advert was directed by Alex Mavor and Edward Kaye of The Sacred Egg and features multiple out-of-this-world scenes that bring to life the human truths that celebrate the joy of a good takeaway.

Deliveroo is on a path to become the definitive food delivery company, and it's this ambitious goal that fuels innovation at Deliveroo HQ, helping the London startup come up with new and exciting consumer offerings whilst being able to offer riders well-paid, flexible work and supporting Britain’s restaurant industry. 

Emily Kraftman, Deliveroo UK and Ireland marketing director, said: “Deliveroo offers a better selection and service than any other food delivery service in the UK and our Food Freedom campaign will help to reinforce this fact with our customers. After all, life is too short for disappointing takeaways. At its core, our new campaign is telling people Deliveroo can give you the freedom to have what you want, when you want it, where you want it.” 

Ben Shaffery and Max Batten, creatives, Wieden+Kennedy London, added: "Nothing really beats tucking into a burger in your joggers in front of the TV. Using a hyperbolic lens, we placed a bunch of simple takeaway truths at the heart of the campaign, showing that with the ease of Deliveroo, nothing can get in the way of your Food Freedom.”

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Post Production / VFX

Post Production Company: MPC

VFX Supervisor: Jonathan Box


Producer: Ben Tomlin

Sound Company: Wave

Sound Design: Dugal MacDiarmid

Creative Agency

Creative Agency: W+K London

Creative Director: Kit Dayaram

Creatives: Ben Shaffery, Max Batten

Executive Creative Director: Tony Davidson, Iain Tait

Producer: Matthew Ellingham

Group Account Directors: Laura Jacobs

Account Director: Michaela Chweidan

Account Management: Isabelle Udall

Planning Director: Indiana Matine

Planners: Rory Foster, Anna-Claire Clendon

Production Assistant: Iona Patterson

Business Affairs: Jo Woodford

Production Company

Production Company: Riff Raff

Director: The Sacred Egg

Executive Producer: Matt Fone

Producer: Cathy Hood

DOP: Simon Chaudoir

Photography: Jamie Chung

Print Producer: Rashel Tashchian, Pete Horrocks

Retoucher: Jhy Turley @ Stanley Productions


Music Company: Leland Music


Edit Company: Cut and Run

Editor: Sam Bould

Genres: Comedy, Visual VFX

Categories: Food, Food Delivery Services

Wieden+Kennedy London, Mon, 28 Jan 2019 11:24:58 GMT