Deliveroo plays on the 'Bear Necessities' with Pablo ads

On-demand delivery platform Deliveroo has launched a new campaign under its global brand platform “Now Just Got Even Better”, aimed at building on the company’s strategy to expand the role it plays in consumers’ lives, to become “more meaningful”.

Developed with Pablo London, and rolling out from this month into February across the UK, Ireland, France, Italy and UAE, the activity spans OOH, TV, radio and social, digital and performance marketing, with later editions planned to go live at key moments throughout the year.

It follows Deliveroo’s evolution from restaurant delivery into grocery and retail – with several major retailers joining the platform across electronics, DIY, health and wellness, beauty, floristry, fashion and more.

Marking Deliveroo’s expansion into the broader world of on-demand delivery, the campaign aims to demonstrate the multiple ways Deliveroo can make everyday moments better, no matter what happens.

Across all communications, the work plays into life’s unpredictability, whether that be unexpected guests, special occasions or running short on time to promote how Deliveroo can support customers in any moment, delivering what they want, when you want it.

The TV ad was developed in partnership with Pablo London and production house MindsEye, and directed by Carl Sundemo and will run across Sky Media, ITV, Channel 4 and BVOD on Netflix, Prime Video, Sky Go and more.

Designed to bring to life the moment of hosting unexpected guests, it features a couple of hikers happening upon a grizzly bear in its cave.

At first, we see our two protagonists cold and wet, sheltering from the storm outside, only to be confronted by a rather “hangry” grizzly. Yet, Deliveroo helps to save the day and the three characters become friends.

A plate of the bear’s favourite salmon sushi dish, a bottle of honey and even a Bluetooth speaker are delivered to a now cosy-looking cave.

The friends dance the night away, accompanied by a remix of the Vengaboys classic We Like To Party, with each delivery made throughout designed to remind consumers of Deliveroo’s ever-increasing relevance to their lives.

The TV spot will be supported by radio, online video and influencer content, which show multiple moments, seasonal and beyond, in which the full gamut of Deliveroo products and services ensure that every now can be made even better.

Deliveroo vice president of marketing Caroline Harris said: “Our latest global campaign demonstrates the endless ways Deliveroo can save the day in life’s unexpected and expected moments. Through a playful and fantastical creative, we bring to life a completely relatable and familiar scenario: catering for unexpected guests.

“As we continue to expand our range across restaurant, grocery and retail, this campaign captures the many moments Deliveroo can make better. Whether it’s a tasty meal or last-minute shop – we can deliver it on-demand, directly to your doorstep.”

Pablo executive creative directors Dan Norris and Ray Shaughnessy said: “All aboard the Venga bus for the next chapter of Now Just Got Even Better. We love how this next playful instalment continues to broaden consumers’ understanding of Deliveroo’s impressive cross-vertical offer, accompanied by an iconic earworm to help them remember it.”