Deliveroo makes subtle jab at competitors in cheeky new social ad

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Food delivery platform Deliveroo has launched a cheeky social media ad subtly jabbing at their fellow food delivery competitors in Singapore.

In the ad, which MARKETING-INTERACTIVE saw on Facebook, Deliveroo takes on the "Yes, but" trend with four images.

In the first image, against a green background similar to that of Grab's, Deliveroo writes, "free on any store." However, in the next image, it zooms into the fine print to show that free delivery is only up to SG$3 and that it is only applicable to food and not on groceries and shops on the app.

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It then goes on to post a picture with a pink background, similar to that of foodpanda, with large text promising unlimited free delivery. However, upon closer inspection, one sees that there are a host of terms and conditions and that the cap is also SG$3.

The last image is that of Deliveroo Plus where it says that it has unlimited free delivery. Upon zooming in to the fine print, users see that it is really unlimited free delivery on all their restaurants, shops and grocers as long as one's order is above SG$15.

"We got inspired by the ‘Yes, but’ trend on social media and thought that this could be a tongue in cheek approach of addressing the actual offerings of the subscription plans in the industry," said a Deliveroo spokesperson when MARKETING-INTERACTIVE reached out.

"Our approach to this is really more of a fun and educational social media content, focusing on the trend rather than it being an ‘ad’," they added.

Deliveroo also said that the content was conceptualised because of various other promotions on subscription plans in the industry highlighting ‘free delivery on any order’ in their ads.

"However, most of them have T&Cs within fine print. We wanted to use this content as a way of educating our customers on the true perks of Deliveroo Plus – where they get to enjoy unlimited free delivery on any order above SG$15, without any further requirements," they said.

It added that as a brand, it believes in transparency and delivering genuine value to its customers. "Our aim with this content is to highlight the true benefits of our Deliveroo Plus subscription and that there are no other unseen terms and conditions. It’s about fostering trust and ensuring our customers know exactly what they’re getting with us," the spokesperson said.

Food delivery platforms have been getting more creative with their ads in order to get them to stand out as of late.

Recently, foodpanda said that it would be bringing free deliveries to the residents of Simei after it was awarded the "hungriest" neighbourhood following a social media contest.

As part of the campaign, foodpanda will gift residents of Simei free pandapro subscriptions for an entire month. This follows a surprise campaign giving 53,000 Yew Tee residents unlimited free deliveries to bring excitement to Singapore’s “most boring” neighbourhood.

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