Deliveroo x Mob: Putting London in the Mood for Food

Agency: Initiative, Mob
Client: Deliveroo

Londoners spend over 200 hours a year “popping to the shops” – that's 8 entire days lost to quick dashes for groceries. Despite Deliveroo’s On-Demand Grocery service providing the perfect solution to give that time back, Londoners were staying loyal to this age-old ritual. To turn things around, we needed to stage a cultural intervention. Together with Mob, we created a category-first, end-to-end solution for cooking. With the help of an innovative, tech-powered tool that got to the heart of the city’s cooking culture, we turned our audience’s favourite foodie social content into shoppable baskets and created a new consumer behaviour that would make popping to the shops a thing of the past.