The Deliveroo Doorstep Taste Tour

Agency: Initiative, Secret Media Network
Client: Deliveroo

Global campaigns featuring Snoop Dogg and Katy Perry were driving fame for Deliveroo's biggest rival, leading to an increasingly fierce fight for key brand metrics. In response, Deliveroo wanted to show they were less Hollywood and more Neighbourhood, shining a light on the amazing diversity of our nation's food. The Doorstep Taste Tour, in collaboration with Secret Media Network, connected locals to their food communities, driving growth for both Deliveroo and local restaurants. The brand was unmissable on social media and on the streets, collaborating with over 100 restaurant partners, creating over 150 pieces of content, and handing out over 2,000 free dishes to local foodies.

Deliveroo's content was a hit with the local communities, generating huge amounts of user engagement. On top of this, we drove an uplift in users' feelings that Deliveroo connects them to local restaurants and crucially shifted brand preference over competitors in our priority neighbourhoods.