Deliveroo has launched a new global brand platform ‘Now Just Got Even Better’, with the first campaign focusing on the rapid delivery firm’s loyalty programme, Deliveroo Plus.
Developed with creative agency Pablo London, the new platform leverages brand codes and visual devices to build creative consistency and recall across all consumer touchpoints, both on and off the app.
The initial campaign under the new platform will mark the first time Deliveroo has featured the Plus loyalty programme ATL. It 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.
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This first spot showcases key benefits available to Plus members and illustrates how customers can live their best “Plus Life”. A second ad featuring the 10% credit back benefit, will launch later in September.
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’.”
He continued: “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.”
