Watch: Deliveroo Emphasizes Loyalty in the Launch Campaign of Its Global Brand Platform

Deliveroo has unveiled its new global brand platform, “Now Just Got Even Better,” with a campaign centered on its loyalty program, Deliveroo Plus. This initiative was crafted in collaboration with the creative agency Pablo London and aims to utilize brand codes and visual elements to ensure creative consistency and memorability across all consumer interactions, both in-app and offline.

The initial campaign under this new platform marks the first time Deliveroo has showcased the Plus loyalty program through above-the-line (ATL) advertising. This launch comes on the heels of significant updates to the Plus program in 2024, as Deliveroo aims to transition into a Plus-first business by 2026. Notable enhancements include a 10% credit back on restaurant orders exceeding £30 for Plus Gold members, alongside a newly introduced invite-only tier called Plus Diamond.

The first advertisement highlights the key benefits available to Plus members, illustrating how customers can enjoy their best “Plus Life.” A second ad, emphasizing the 10% credit back feature, is set to debut later in September.

Deliveroo’s Chief Global Marketing and Product Officer, Adam Bishop, stated, “At Deliveroo, we’ve integrated our marketing and product functions, creating a cohesive strategy that connects app development with brand building for consumers.” He expressed enthusiasm for establishing a long-term brand platform that operates seamlessly both on and off the app, underlining that “Now Just Got Even Better” achieves this goal.

Bishop added, “This year, we’ve introduced our most significant innovations in the Plus loyalty program since its launch, making it an ideal moment to debut our first Plus TV commercial under our new platform.”