Deliveroo has appointed socially-led creative agency We Are Social as its new digital and paid social agency, as it strives to expand its services across seven key international markets.
The appointment follows a competitive pitch, which was called in June and handled by Ingenuity+. The ultimate aim is to unify Deliveroo’s social media strategy, strengthen its brand presence, and drive deeper consumer engagement across the UK, Ireland, France, Belgium, Italy, the United Arab Emirates, and Kuwait.
Under the new remit, We Are Social will take charge of Deliveroo’s pan-European and Middle Eastern digital strategy, creative execution, and paid social media activities.
The agency’s primary objective will be to develop “culturally relevant, high-impact campaigns” that resonate with local audiences while maintaining a cohesive global brand narrative. Deliveroo aims to leverage We Are Social’s expertise in social-first storytelling to cut through a highly competitive food delivery market and connect more authentically with food lovers.
The appointment comes at a strategic time for Deliveroo as the platform continues to expand its offerings beyond traditional restaurant delivery, placing a heavier emphasis on grocery, retail, and quick-commerce services.
Capitalising on these shifting consumer habits requires a dynamic digital approach. We Are Social will be tasked with highlighting these broader delivery capabilities, using data-driven insights to target users with hyper-relevant content that reflects their real-time local food trends and shopping needs.
Deliveroo global director of brand and social Poppy Shute said: “As we continue to grow and expand our offering, from everyday groceries to our Plus subscription, ensuring Deliveroo remains top of mind is crucial. We were looking for a partner who could deliver global content while understanding the local cultural impact needed to drive real business results. We Are Social’s reach and experience made them the perfect fit for the job.”
We Are Social EMEA chief executive Jim Coleman added: “Deliveroo is one of the world’s most recognisable and innovative brands that has shifted how people interact with food and retail over the last 10 years. We’re genuinely thrilled to be working with them across our global network to deliver the paid social marketing they need for a brand with more ambitious growth plans.”
The appointment follows a broader restructuring of marketing operations within Deliveroo and parent organisation DoorDash, which recently named WPP Media as its global media partner. By aligning with We Are Social for digital and paid social, Deliveroo is positioning itself to deliver sharper, more agile marketing campaigns.
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