IV. Deliveroo Global Brand Repositioning Launch

What did we create?

Off the back of COVID tailwinds, Deliveroo’s growth was astronomical, and its proposition had transformed, now offering a number of on demand delivery propositions such as grocery in addition to restaurants. The brand was in need of repositioning to better align with Deliveroo’s new mission. The Global Brand team embarked on an ambitious journey to understand the needs and perceptions of our consumers globally, which informed a new brand architecture. To launch our new global brand positioning, we developed an integrated campaign in partnership with the creative agency and transcreated the assets to be launched in 9 markets.

Master campaign assets
2 x :30s
2 x :10s
20 x key visuals
Paid social :06s, :12s, :15s, :20s (FB, IG, YT, TikTok)
Digital banners
2 x :30s radio

800+ global transcreated assets for the following markets: UK, Ireland, UAE, Kuwait, Qatar, France, Italy, Belgium, Singapore

Selection is key for our consumers whether that be for their restaurant or grocery orders, differing from market to market. Have a look below at how we produced a mixed media approach for both our restaurant and grocery propositions to launch the new brand positioning globally.

Why is this project one of my faves?

Having the opportunity to reposition the brand and launch it globally through a complex mixed media AV approach was the most challenging project I’ve touched in my career. We worked tirelessly at ensuring that the global consumers were at the core of every aspect of the campaign, building on insights from our local strategic brand reviews and customer data on selection. Strategy aside, the production was ambiguous as ever, due to the mixed media approach, weaving together live action and animation, making each step challenging to navigate. Nonetheless, I was able to work in partnership with the creative agency to produce master assets that were aligned to local marketing team needs, pushing the business closer to brand and business objectives.

What role did I play?

Global Brand Manager - Deliveroo Ltd.

Stakeholder master.
Sitting within the Global Brand team, I work within a complex stakeholder matrix, including a diverse group of global colleagues. Bringing to life a streamlined global approach to repositioning the brand and then through to an ATL campaign was no small feat. My role was to synthesise at every single stage of the campaign process, building on insight through our first party consumer data, which informed every aspect of the production with the creative agency. It was my responsibility to manage the creative development and production, managing stakeholders across all levels, and working towards alignment of the Global Brand team’s overall vision.

How did I add value to the project?

Research and insights champion.
I’ve mentioned putting consumers at the heart of everything we do at Deliveroo, and I say this for a reason. I led on all aspects of research and testing for the development of the global campaign incl. qualitative concept testing to inform creative optimisations and Kantar quantitative validation within our four key markets (UK, FR, IT, UAE). I worked in close collaboration with our Insights team to devise a research plan for each phase of research, working with transcreation agencies to adapt stimulus. I leveraged the research findings to inform learnings and proposed recommendations for our creative agency to produce the most effective creative possible.

Who did I learn from?

Marketing: Emily Somers, Sophie Laghzaoui, Laura Brady
Creative agency: Pablo London
Transcreation agency: Hogarth Worldwide

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