Deliveroo has appointed integrated communications agency AKA Asia as its PR partner for the Singapore market for a year, following a competitive pitch. AKA Asia will provide creative campaign support across social and traditional communications as part of the retainer contract, helping drive brand awareness in line with Deliveroo's expansion and development in Singapore.
A pitch for the account was held in the first quarter of this year and Heat Branding was the incumbent on the account. Deliveroo declined to comment further on the pitch process.
“This appointment comes at a time when we are aggressively building our presence in this market. We chose AKA Asia for their passion and drive to help take Deliveroo to the next level in our growth phase,” Rachael Anderson, Head of Consumer Communications, Asia Pacific and Middle East, Deliveroo, said.
“In such a competitive market, we are excited to be developing creative, compelling campaigns to help Deliveroo win share of voice and build brand love with consumers. We went into the pitch with some bold ideas, and are looking forward to bringing them to life over the next year,” Amy Wright, co-founder of AKA Asia, said.
AKA Asia was involved in the conceptualisation and production of Deliveroo's latest campaign "Guardians of the Gates", which encourages consumers to nominate their condominium or office guard and surprise them with a free National Day Meal from Deliveroo. This was to show their appreciation for the security guards who are always on the lookout for the residents’ safety. The agency also worked with Deliveroo to unveil its special edition "Feast for a King" menu in the lead up to the latest season premiere of Game of Thrones. Among the list of brands that AKA Asia services includes EDB, Jetstar Asia, Discovery Networks, Fitness First, DIAGEO and Costa Coffee.
Earlier this year, Deliveroo copped flak for failing to deliver on a limited offer which promised up to five bottles of top tier wine at only SG$12.50 between 12pm to 5pm. Customers racing to get their hands on the wine were left disappointed when they experienced difficulty in-app, or found that the promo was not available to them due to overwhelming response. Some went on to accuse the brand of “scamming” them with a “lousy marketing ploy”.
Last year, the company unveiled a new identity as part of a major rebrand to set itself apart from competitors. Deliveroo’s original logo – a kangaroo holding a bag of food against a teal backdrop – was replaced with a more minimal graphic symbol, which is featured on the company’s new app and website, designed in-house using guidelines. The symbol also inspired the design of colourful jackets and jerseys for riders.