Food delivery apps in the United Kingdom have been winning our hearts with some amazing ad campaigns over the past couple of years. You might wonder why it’s so important for these food delivery apps to constantly advertise, given the fact that they have developed a huge consumer base already. The reason for this, is that it’s super important to remain at the top of the consumer’s mind in such a competitive space. These ads also provide a ‘nudge’ to the users to order using the app.
Below is a list of some of our favorite ad campaigns from Deliveroo, Just Eat, and Uber Eats over the years.
1. We’re England, til we dine
As the official partner of the England football team, the brand engaged in an activity around the Euros 2020 tournament, including a high profile TV campaign named “We’re England, til we dine’’.
The 30-second commercial shows how when it comes to football the people of England are loyal and patriotic. But when it comes to ordering food, they prefer to order food from all over the world. This clever tactic showed us the variety of ordering options on the app as well, while cheering on ‘The Three Lions’. Clever, indeed!
Deliveroo launched its new positioning - “Food. We get it” with a series of advertisements. The first campaign was an interesting love letter to the most common ingredient in meals - Garlic.
The commercial opens with a dramatic scene, with someone taking out a garlic bulb from the ground which says “It was born in the dark, locked in the ground.” Garlic is then presented as “the loudest secret ingredient in every dish ever loved”, “the beating heart of great food,” and other phrases. We’re sure to never take garlic for granted again. Thanks, Deliveroo!
3. Deliveroo x Marcus Rashford Child Food Poverty Task Force
Deliveroo launched a new campaign as part of the Marcus Rashford Child Food Poverty Task Force to support those in need across the UK during the Christmas period. They delivered surplus food, juices, healthy snacks, cereals, fresh fruit, and vegetables to the Felix Project and FareShare, who will then distribute it to frontline charities, food banks, and families in need.
The company had also received donations of juices, healthy snacks and cereals, which were distributed by Fare Share. Deliveroo has also set up a new delivery unit within the company dedicated to delivering food to vulnerable groups, as well as frontline heroes such as NHS workers in the future.
1. Did somebody say Just Eat?
Just Eat’s “Did somebody say Just Eat” campaign, made it among those listed in the prestigious ‘Campaign’s top film ads of 2020’ list. It focused on the simple joy of ordering a takeaway.
‘Did Somebody Say Just Eat’ features a couple deliberating whether to order a takeaway or not in front of their TV. When the suggestion is made, the characters on the small screen are filled with excitement, singing a catchy, unique jingle. Familiar faces from The Family Guy make an appearance, along with aliens and Game of Thrones-style medieval warriors.
2. We Got It
In this campaign, Just Eat shows that it is the place to go for all your food needs. From global brands to mini-chains, to local dine-in-delivered restaurants, it delivers the broadest range of restaurants and the best value to its customers.
The ad features quirky representations of a girl, an old woman, and an alien ordering food from their favourite brands. It does not matter who you are or where you are ordering from. Just Eat is the one-stop solution for global brands like KFC, McDonald’s, Greggs, and others.
3. Second Helping
Just Eat leveraged its association with the famous British dating game show Love Island’. The aim of this campaign was to show there’s no better feeling than getting stuck into Love Island with your mates and a delicious Just Eat meal.
This ad shows a game being played by the contestants of Love Island called Would You Rather. Watch the boys debating whether they want rice krispies for eyelashes or noodles for hair.
1. Bring It
Uber Eats partnered with the famous comedian Guz Khan in this uplifting, lighthearted ad campaign that focuses on the power of food to help pick you up, lift your mood and give you the energy to persevere.
It stars Guz Khan, who plays a courier delivery guy who delivers what you order with a dose of positivity. His Mantra is ‘Bring It’ as he comes to life with each delivery he makes. Whilst delivering tasty food, he imparts positive energy to customers by listing out the name of the dishes and lifting their mood.
2. Nobody Gets It Like We Do
This campaign portrays how nobody is faster than Uber Eats when it comes to delivering online food.
The ad opens up with a girl leaving her home to bring food at an odd hour. As she is about to start her car, the protagonist, who plays the role of an old lady points to Uber Eats on her phone and tells “Gogo’s got this, Its easy”. No matter what cuisine you want or what time it is, Uber Eats has got it all.
3. Uber Eats x Black Eats LDN
Uber Eats also stepped in to encourage the upliftment of Black people in the UK. It had partnered with Black Eats LDN which is Britain's only directory of Black-owned restaurants with over 300 restaurants, cafes, bars, and street food spots.
Here are some of the unique ways food delivery apps have presented their content in marketing campaigns. Whether it is reminding consumers about their services or showcasing their partner brands, these ads are worth watching.