This year’s European Championships have come to an end. While there were a lot of ups and downs in the football matches themselves, one brand leveraged one constant that it spotted during the run of the competition. The “Euro food wars”.
Deliveroo realised that many fans that went to the Euros in Germany held sign boards to show their support to their team and at the same time taunt their opponents about their cuisine.
For example, signs like ‘Pasta > Paella’ were held up during Italy versus Spain. Or signs like ‘Fondue > Fish and Chips’ were held up during the Switzerland versus England match.
Deliveroo and creative agency ‿and us came together to create a campaign that capitalised on these moments at the Euros.
They turned these signs into promo codes for people to use in Dubai. By inputting the code, fans were entered into a draw to win a 500AED voucher and also added to team tally for Deliveroo’s pseudo “Euro Munch Match”.
Euro Munch Match targeted the large population of expats in Dubai, who were watching matches that fell in to, what Deliveroo referred to as, “peak munch time” due to the time difference.
“These are the kinds of opportunities we’re always looking for. It’s a chance to create something that is right in the heart of culture. And when you have incredible partners like Deliveroo, you can make work that makes a massive impact,” said, Fadi Yaish, CEO & Chief Creative Officer of ‿ and us.
“Food and football go together perfectly. And so do Deliveroo‿ and us. In our market, you have to be quick to capitalise on these cultural moments and we took this opportunity to do something truly creative,” said, George Schempers, Head of Marketing at Deliveroo.
Credits
Agency: and‿us
Client: Deliveroo UAE
Head of Marketing: George Schempers
CEO and CCO: Fadi Yaish
Project manager: Lama Halimeh
Project coordinator: Lama Halimeh
Creative Director: Saymon Medeiros
ACD: Juan Sebastian Portilla
Senior Copywriter: Eoin Cronolly
Senior Art Director: Ivna Marinho
Producer: Serra Chehade
Motion Graphic: Kaue Akimoto
Motion Graphic: Matheus Akimoto
