Deliveroo picks PR agency to tell hyperlocal stories

Deliveroo Singapore has appointed PR and social agency, W Communications to handle its corporate and consumer communications as it continues to focus on building positive brand reputation and brand love for the delivery service locally. The one-year retainer scope will see W Communications building love and support for the brand through the use of hyperlocal stories and all communications that will emphasise Deliveroo’s passion in connecting Singaporeans to the best restaurants and merchants in their neighborhoods and helping them discover a world of great food.

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“Over the past couple of years, we’ve seen Deliveroo become an essential part of consumers’ lives, as well as open up new revenue streams and earning opportunities for restaurants and delivery riders. We’re thrilled to bring our expertise in ‘corpsumer’ communications and instinct for news to elevate the Deliveroo brand and tell impactful stories to local audiences,” said Jolin Ng, the general manager of W Communications in Singapore.

Jason Parke, the general manager of Deliveroo Singapore added to that by saying that the continued growth in on-demand food and grocery delivery presents new opportunities for the brand to double down on its commitment to consumers, riders, and merchants, while solidifying its brand as a definitive on-demand food company. “As we refine our focus on our brand narrative and brand engagement, W stood out with their creativity, excellent media relations and of course, passion for food. We’re confident that their experience will complement our growth ambitions and look forward to a successful partnership.”

The first consumer campaign between Deliveroo and W Communications has been rolled out this month for Chinese New Year. "On the corporate front, we have secured profile features for Parke along with wider industry stories such as the use of AI in delivery platforms, the demand for food delivery and more," said a W Communications spokesperson when MARKETING-INTERACTIVE reached out.

Deliveroo joins a long list of notable brands that have worked with W Communications including Häagen-Dazs, Hilton Hotels & Resorts, Impossible Foods, Marks & Spencer, TUMI and more.

The news also comes shortly after Deliveroo Singapore launched a new in-app feature that enables customers to round up their food orders and donate to charity organisation Food from the Heart (FFTH) last year in an effort to promote awareness and action for those who suffer from food insecurity due to rising costs of living. 

As part of the launch, Deliveroo set a goal to raise SG$90,000 in six months, which will benefit more than 2,200 families and individuals in need. The initiative is part of Deliveroo’s global community-focused campaign, Full Life, which aims to utilise its unique network of riders, restaurants and grocers to support communities in cities where Deliveroo operates. 

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