Food delivery platform Deliveroo has handed its creative account to The Royals as it prepares to challenge the big guns of the fiercely competitive category.
The Royals won the account for brand strategy and creative in a competitive pitch, and have started work on the brand’s marketing and advertising strategy.
IbisWorld predicts the Australian food delivery market will grow to $930.5 million in revenue in 2022 , with the increasingly competitive landscape including Uber Eats, Menulog, DoorDash, Hungry Panda and Milkrun.
Deliveroo operates in 15 cities across Australia and has more than 13,000 restaurants on its network.
Laura Wilson, head of marketing at Deliveroo, said: “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 Royals managing partner Dan Beaumont added: “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.”
The appointment adds to a successful run of recent pitch wins for The Royals – growing their national portfolio of clients – including Smartpay, Real Pet Food Co, Guide Dogs Australia, MYOB and Open Universities.
