Deliveroo has announced the launch of its new global brand platform, ‘Now Just Got Even Better,’ with the release of its campaign in the UAE designed to highlight the company’s expanded offerings beyond food delivery.
This new platform aims to mark a significant evolution for Deliveroo, aligning with its new mission to transform how people shop and eat by bringing the neighbourhood to their door by connecting consumers, restaurants, shops, and riders.
The new brand platform is built on insights from key markets including the UAE, UK, and France. The platform aims to emphasise Deliveroo’s ability to make any moment better, whether it’s a cosy night in, a DIY project, or a spontaneous celebration.
“Our new mission is to transform the way you shop and eat, connecting you with the best of your neighbourhood whether that’s a favourite restaurant, a trusted grocery store, or a go-to retailer,” said George Schempers, Head of Marketing at Deliveroo Middle East.
Deliveroo claims the campaign not only aligns with the unique culture and seasonality of the UAE but also emphasises Deliveroo’s expanded verticals – restaurants, grocery, and retail – by demonstrating how every moment, even the greatest ones, can be made better with the delivery app.
The first campaign under the ‘Now Just Got Even Better’ platform, specifically adapted for the UAE market, showcases this concept through a relatable scenario – a boring office party saved by the quick thinking of the protagonist, Ahmed, and the timely support of Deliveroo.
Positioning itself as the hero of the story, Deliveroo delivers food, groceries, party decorations, toys, flowers, and even pet items to transform the mundane gathering into a memorable celebration, perfectly illustrating Deliveroo’s ability to elevate the office party into a better moment.
Schempers claimed the strategy behind the campaign’s ideation was to make “a campaign that resonates with our customers to reflect how Deliveroo can turn any moment into something truly unforgettable.” Thus the friendly neighbourhood trait was created, aiming to position the delivery app as the go-to for every need a consumer might have.
He also mentioned that the app’s new offering was designed with the intent of integrating its “marketing and product functions.”
The campaign was ideated and produced by The Fifth Kind Productions, a UAE-based creative agency led by brothers Tarik and Wael Aris. The production house’s aim was to make sure the brand’s new direction was one that resonated with the UAE’s culture and lifestyle.
Deliveroo said that as it continues to expand its offerings, the friendly neighbourhood narrative found in the ‘Now Just Got Even Better’ platform will serve as the foundation for future campaigns. The brand said each installment will be designed to connect with customers in a meaningful way while reinforcing the brand’s commitment to convenience and quality.
Apart from the video campaign, the new brand platform can also be seen demonstrated in different versions across billboards in the UAE and on Deliveroo’s social media accounts.
With its new platform and expanded services, Deliveroo aims to continue its growth and redefine what it means to deliver, ensuring that every moment, even the great ones, can get even better.
Credits
Creative: The Fifth Kind
Executive Producer: Wael Ariss
Director: Tarek Ariss
Producer: Sarah Hassoun
DOP: Jad Saabi
Art Director: Maia Khoury
Post–Production: Bottomline
