Deliveroo has launched a new campaign to highlight the nation’s unique philosophy that “any occasion is a food occasion”. This first campaign by VCCP Singapore, since winning the account in June, celebrates some of these moments, demonstrating that no matter the time, place, or situation, Deliveroo can make any occasion better with food on the island.
On top of being an entertaining celebration of different cuisines and cultures, the campaign will feature a promotion for Deliveroo Plus membership, encouraging those hungry for a deal, to sign up and try free unlimited food and grocery deliveries on all orders for 30 days.
Guy Futcher, regional creative director at VCCP Singapore, said the campaign was born from a simple but indisputable local truth that on this island, food is life, and life is full of unique occasions that call for food. “Working with the Deliveroo team has been amazing. We laughed, we ate, we collaborated, we ate some more, and we created a multicultural, multi-cuisine campaign that has something for everyone,” Futcher added.
“Singapore is a multicultural place with people from all kinds of backgrounds, and so are Deliveroo’s customers. And on this island, food plays a crucial role in people’s happiness in daily life, whether it is to satisfy your cravings on an ordinary day or for a great time with friends. We take pride in our role of delivering amazing food and joy for all occasions and for anyone in Singapore, and we are excited to build emotional connections with more consumers in Singapore around their passion for food and groceries of all types, on any occasion through this campaign that we created with VCCP,” Minjoo Lee, head of marketing at Deliveroo Singapore, said about the partnership with VCCP.
Meanwhile, on a global level Deliveroo made a move into the advertising business with the launch of its new Deliveroo Media and Ecommerce platform in July. The platform, which marks the platform's selling of ad paces for the first time, provides access for advertisers on its app and website and is created to increase its sales and profitability.
In a press statement, Deliveroo said that while it already provides its partners with the opportunity to purchase some advertising space, the new platform will also provide opportunities to consumer FMCG brands. Brands will be able to advertise to Deliveroo customers with relevant offers across its app, on Deliveroo’s website and as part of social media, email and push notification campaigns. With the new offering, ad spaces will be made available onDeliveroo’s order tracker page. New formats will also be launched over the coming months, alongside sponsored search listings. According to Deliveroo, while consumer experience will remain its main priority, advertising solutions will sit within this context.
Deliveroo HK matches tips and shows riders appreciation with street fair
Deliveroo HK launches new rapid grocery delivery service
Deliveroo to open up ad spaces within platform from July
Sun Life SG hands VCCP creative duties to target high net worth individuals
VCCP SG completes leadership team with new APAC strategy chief