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Deliveroo celebrates ‘food freedom’ in its largest Australian campaign

Deliveroo has unveiled its 2019 campaign, the largest it has ever run in Australia.

Titled ‘Food Freedom’, the campaign centres around the pleasure of having the food you want, where and when you want it.

The 30-second TV spot, created by Wieden+Kennedy, features all of the situations in which a takeaway meal can spark joy – from being too busy to cook, eating in the bath or ordering the same thing every Saturday night.

The outdoor component of the campaign continues the ‘joyful’ concept, featuring takeaway foods and the experiences and emotions they evoke.

The outdoor execution features images of food to celebrate the act of eating

Australia is one of Deliveroo’s biggest markets, achieving triple-digit growth in 2018, the company said. The new campaign seeks to continue this growth, expanding Deliveroo’s accessibility to customers.

Levi Aron, country manager of Deliveroo Australia, said: “We’re excited to launch this new campaign which talks to our brand purpose: a relentless pursuit of delivering food happiness. At the very heart of it, we are celebrating that moment of joy when you take your first bite; and the freedom to have what you want, when you want it and where you want it.”

The campaign will be featured across television, outdoor, cinema, digital radio and media sponsorship.

Credits:

Food Freedom was created by Ben Shaffery and Max Batten of Wieden+Kennedy, and directed by The Sacred Egg through Riff Raff. Mindshare is the media agency in Australia.

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