Rebrand Launch Campaign
Channels: OOH, Facebook, Instagram, GDN
Year: 2016
Role: Copywriter
Shortly after I joined Deliveroo in 2016 we got to work on a huge rebrand project. A big part of it was to develop a global out of home campaign announcing the rebrand across 12 markets. The new look was brighter, more impactful, and more confident - and it’s the very same branding they still use today.
Aside from the visual overhaul, the other big change was in tone of voice. Before this point, our advertising copy was centred around justifying why Deliveroo existed and what it did. By 2016 it was far more widely known, so we shifted into more relatable, tongue in cheek copy that poked fun at the idiosyncrasies that come with food delivery.
Summer Campaign - Dynamic OOH Digital Assets
Channels: OOH, Radio, Facebook, Instagram, GDN, UAC
Year: 2017
Role: Copywriter
The summer 2017 campaign was by far the most ambitious I undertook during my time at Deliveroo. Our marketing team wanted to make use of dynamic digital advertising across the UK, and with it, develop a series of ads that would change depending on the time, the weather, and the location.
Summer is a traditionally quiet season for food delivery, so we were also briefed to create awareness about delivery to places other than people’s homes, as well as the variety of food on offer. Due to extremely tight deadlines, we developed a roll-out plan that started with copy and iconography led ads, then switching to include food, before ultimately zooming out to the portraits you can see on the left.
Summer Campaign - Programmatic Radio Ads
Year: 2017
Role: Script Writer & Director
To help support the out of home campaign, I also wrote a series of radio ads that would air dynamically based on location, weather and time of day. All in all, 48,000 combinations were created, with the transitions between each module being seamless to the average listener. This ad was the first of its kind in the world - you can hear a couple of examples through the links on the right.
Time & Weather: Weekdays/Any
Food: Desserts & Drinks
Location: Manchester
Time & Weather: Weekends/Sunny
Food: Picnics
Location: London
Time & Weather: Weekdays/Any
Food: Breakfast
Location: Brighton
Rider Recruitment
Channels: Facebook, Instagram, GDN, UAC
Year: 2017
Role: Copywriter
If there’s one thing Deliveroo always needed, it was new riders. Throughout my time at Deliveroo, I was constantly involved in creating new marketing campaigns to drive recruitment. In this particular campaign, we were targeting specific groups that we knew had a lot of potential – students, cycling enthusiasts, scooter owners, and anyone looking for a flexible way to earn some extra cash.
