Deliveroo Plus subscription service is a "foodie's dream" in new campaign video

Deliveroo is working to raise awareness of its delivery subscription plan Deliveroo Plus, with a campaign promoting a 60-day free trial of the service that aims to be hassle free with no hidden terms and costs, according to a statement by the brand.

The campaign was done in conjunction with integrated communications agency VCCP and will span film, digital as well as out-of-home channels that targets foodies to sign up for the subscription service.

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“Deliveroo Plus is a foodie’s dream,” added Andrew Hook, ECD at VCCP Singapore. “All the food you love and more – all with free delivery. We needed a strong, simple visual device that would stick in the audience’s mind and capture the effortless experience of using Deliveroo Plus.”

The short film begins in a living room as our protagonist sits on a couch, strokes his pet cat and questions whether Deliveroo Plus offers unlimited delivery for every merchant on the app.

As he orders items on the app, a montage of a delivery man showing up at the individual’s front door begins as he delivers items such as pizza, sushi and groceries to show the variety of items the plan’s subscribers can enjoy.

With the slogan “unlimited free delivery of anything”, the delivery man appears quickly each time and causes a flowerpot along the corridor to fall while the protagonist opens his door to receive the items without having to leave his home.

“We didn’t just want to promote the 60-day free trial,” said Minjoo Lee, head of marketing at Deliveroo Singapore. “We wanted to bring to life the simplicity and convenience that an unlimited free delivery programme offers."

Deliveroo Plus has two tiers with different minimum order requirements before their customers can enjoy unlimited free deliveries. The gold tier costs SG$12.90 per month with unlimited free delivery on all orders above S$15 while the silver tier costs SG$6.90 a month with unlimited free delivery on all orders above S$38.

Recently, Deliveroo promoted its finance and strategy director Nicholas Price to its new interim general manager for Hong Kong, effective from July 2023, as Andrew Hui steps down from his role as general manager for Hong Kong.

In his new role, Price now leads a team of over 200 staff and is responsible for all aspects of the business including strategy, operations, marketing, commercial, staff development and building relationships with restaurants, riders and customers. He is focused on growing the business and further establishing Deliveroo as a brand that Hong Kong people love.

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