Deliveroo runs first TV spot for expanded loyalty club

Deliveroo is bigging up its loyalty programme, Deliveroo Plus, in the first campaign for its new global brand platform “Now Just Got Even Better”, following the company’s expansion beyond food and groceries into retail.

Developed by Pablo London, the new platform leverages brand codes and visual devices in an effor to build creative consistency and recall across all consumer touchpoints, both on and off the app.

The new global platform, inspired by insights from the UK, France and UAE, is based on the idea that Deliveroo enhances every moment, even great ones.

It is based on the premise that, whether it is dinner with family, cooking at home, DIY at the weekend, or self-care, Deliveroo is there to help you enhance the moment – in the moment – by bringing the neighbourhood to your door.

The campaign marks the first time Deliveroo has featured the Plus loyalty programme in its TV advertising, and follows significant updates to the Plus programme this year as Deliveroo seeks to become a Plus-first business by 2026, including 10% credit back on restaurant orders over £30 on Plus Gold, and a new invite-only tier, Plus Diamond.

This first TV spot showcases key benefits available to Plus members and illustrates how customers can live their best “Plus Life” as enjoyed by a “cunning mastermind”, who cracks the code to his own life by flexing the benefits of Deliveroo Plus. A second ad featuring the 10% credit back benefit, will launch later in September.

The Plus campaign run across channels, including OOH and digital, with Pablo working with Deliveroo Creative Studio and social-first content created by Vidsy and Coolr; media planning is by Initiative London.

Following the UK launch, the campaign will be rolled out across Europe over the coming months.

Deliveroo chief global marketing and product officer Adam Bishop said: “At Deliveroo we’ve put our marketing and product functions together – connecting the dots on how we develop the app and how we build the brand for consumers.

“In doing so, we set out to build a brand platform for the long-term that could live seamlessly both on and off the app – and I’m so excited that we’ve done this with ‘Now Just Got Even Better’.

“This year we delivered our biggest innovations in our Plus loyalty programme since its inception, so it’s the perfect time to launch our first Plus TV commercial under our new platform.”