Food delivery platform Deliveroo has handed its creative account to The Royals.
The agency won the account for brand strategy and creative in a five-way competitive pitch.
Nielsen has been tracking a sharp rise in ad spend during the pandemic by delivery servcies including Ubereats, Menulog, DoorDash and Deliveroo.
Initiative was in 2019 awarded the Australian media-communications portfolio for Deliveroo.
Dan Beaumont, managing partner at The Royals: “The offering in the food/grocery delivery category is quite homogenous and purely based on ‘convenience’.
"So, brands are fighting hard to differentiate – predominantly by personality and media spend – creating an exciting brand-based battlefield to gain a share of consumers’ minds in order to build loyalty.
“Over the past few months, we’ve met a passionate bunch of people at Deliveroo focused on doing brave, effective work to aggressively grow share. We’re thrilled to be appointed to the account and we can’t wait to stir up the food delivery market.”
Deliveroo operates in 15 cities across Australia and has more than 13,000 restaurants on its network.
Laura Wilson, head of marketing at Deliveroo: “The Royals demonstrated a rigorous understanding of the challenger mindset, and an impressive calibre of creative and strategic thinking.
"They’re the perfect partner to help us win the hearts and minds of more food-loving Aussies and ultimately to convert them to Deliveroo. We’re excited for what’s to come.”
The appointment adds to ecent pitch wins for The Royals including Smartpay, Real Pet Food Co, Guide Dogs Australia, MYOB and Open Universities.
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