Where it all began…
From a series of interviews with restauranteurs, to integrated campaign concepting, to direct mail & sales pieces, to OOH placements and hundreds of marketing emails, I wrote for almost every channel at Deliveroo.
I worked under some amazing senior writers and learned a lot. Alongside my creative partner, I worked on integrated campaigns for the World Cup in 2019 and the Olympics in 2020.
Below is some work I’m really proud of and some more which… well, I still have the files.
Deliveroo x England Football
After the World Cup in 2019, I wrote a line for a partnership with Leeds United: “Dinner’s coming home”.
Pretty good line, right? Imagine how excited I was when I turned on an England match a few months later (after I had left the company) and I saw my line on the advertising hoardings!
Tasting Notes
Inspired by Netflix’s Chef’s Table, we decided to create our own series profiling the most exciting chefs on Deliveroo.
I interviewed the chefs, wrote up our discussions and turned them into editorial pieces for the website and for physical pamphlets that were given out to customers in the restaurant.
We produced these for Tayyab’s, Meatliquor, Bubbledogs and Bone Daddies, with an accompanying video piece. It was super cool to do something so editorial and high-end so early in my career.
World Cup promotion
We gave away £1 in credit for every goal scored if you ordered during a match at the 2019 World Cup in Russia. Pretty good deal, right?
I wrote an amazing radio ad script (to this day one of the best things I’ve ever written) that would’ve gone live if England had beaten Croatia in the semis… so that went off well.
So when a goal went in, we needed a social asset that would communicate that feeling of celebration that comes with cheaper food.
We created this suite of gifs, inspired by famous celebrations from international football – from Gareth Bale, Paul Pogba, Peter Crouch and *checks notes Daniel Sturridge.
Lunch DOOH Campaign
We were tasked with spreading the word about our lunch offering, so that customers would know that there was more to Deliveroo than just dinner.
That said, dinner was our bread and butter, so we couldn’t alienate dinner fans. This execution was a neat solution, but it didn't solve the core issue with lunch on the platform.
Nobody wants to spend £15 before 7pm.
Delivery-only kitchens
Early on, it was clear that some high-potential areas really suffered from a lack of restaurants. The idea was to supplement restaurant supply with delivery-only kitchens.
We needed to run a direct mail campaign to let people in the area know that they could now get food from two brilliant restaurants without a long wait - hence, we bring more to your door!
Delivering to parks
Summer represented a problem at Deliveroo: nobody wants to order in when it’s nice outside.
So, the decision was made to push delivery to public places. We set up dedicated delivery points in parks and green spaces, so customers could get great food while they were enjoying London’s green spaces.
We needed a line that expressed the premium nature of the food and the elevated experience that ordering to a park brings you. I think I kind of nailed it, looking back!
