Deliveroo has launched a TV advert featuring its key supermarket partners.
Waitrose, Aldi, Morrisons, Sainsbury’s and Co-op star in the ad in which Deliveroo “presents a world of groceries in the palm of your hand”.
The commercial, which is scheduled to air this week, lays out customer missions such as eggs for breakfast and “forgotten milk” and ends with a special offer of £10 off a customer’s first order. In the ad Deliveroo promises delivery in “as little as 20 minutes”.
“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,” said Rhianna Smith, head of marketing, grocery at Deliveroo.
“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,” Smith added.
Agency Pablo London – which worked on video, OOH, radio and social marketing for Deliveroo’s Euros 2021 sponsorship campaign ‘England ‘til we dine’ – developed the commercial, which was produced by Pulse Films and directed by Ninian Doff. Pablo has also worked on marketing for Costa Coffee and San Miguel.
The grocery “utopia” portrayed in the 30 commercial was created by Arch Model Studio (AMS), known for their work on Wes Anderson films such as the Isle of Dogs. Everything seen in the film is a real life model set, which took weeks to build. The suspended bread, croissant rocks and milk waterfalls were all hand-crafted and puppeteered to move in-camera.
“It’s been a bread based joy bringing to life the future of grocery shopping with Deliveroo,” said Dan Watts, executive creative director at Pabloe, ”and what a gift to never again have to walk 15 minutes in the North London rain for last minute milk.”
It is not the first time Deliveroo’s supermarket partners have appeared in its ads. In August last year the courier company boosted awareness of the tie-ups with TV ads promoting the availability of Co-op and Morrisons products on its platform. In those commercials groceries to the door were promised in “as little as 30 minutes”.
Co-op’s Deliveroo partnership has been in place since 2018. Morrisons announced an expansion of its partnership with Deliveroo in April. Aldi has continued to extend Deliveroo delivery to more stores since partnering with the courier firm in May 2020, as has Sainsbury’s after initially teaming up with both Deliveroo and rival Uber Eats in October last year. Sainsbury’s in April this year signed a two-year contract with Deliveroo to deliver groceries from 100 of its stores across the country. Waitrose in April announced it would create up to 400 new store roles to handle Deliveroo orders following a significant expansion of its partnership with the delivery platform.