Deliveroo has launched its new “Now Just Got Even Better” brand platform, debuting a new campaign and TV advert.
The first TV ad, developed in collaboration with the firm’s agency of record Pablo and production company BlinkInk, features a humorous character clad in a black cloak with a villainous laugh as they use Deliveroo’s new service.
Set to Montell Jordan’s 90s hit ‘This Is How We Do It,’ the ad highlights Deliveroo Plus, the company’s loyalty program. New perks include 10% credit back on restaurant orders over £30 for Plus Gold members and a new invite-only Plus Diamond tier.
A second film, focusing on the 10% credit back feature, is set to launch later this month. 
The campaign will also include out-of-home and digital creatives designed by Pablo London and Deliveroo Creative Studio, along with social-first content produced by Vidsy and Coolr.
Media planning was managed by Initiative London, and the campaign will expand across Europe in the coming months after its UK debut.
“It’s been amazing to go on the journey with Deliveroo and see it grow from a food delivery business to a whatever-you-need-for-your-life business. This new work shows the kind of life partner that Deliveroo is capable of being,” Dan Watts, executive creative director at Pablo London, said.
“The kind of partner that understands that at times, a hammer can be just as important as a chicken wrap. A partner that deserves nothing less than a new brand platform, a re-imagined brand world, and a stone-cold classic 90s banger. We couldn’t be more excited by the potential of Deliveroo’s next era.
