Deliveroo and Secret Media Network, a worldwide network of hyper-local city guides, have announced the launch of the Doorstep Taste Tour. The epic UK-wide journey will help Brits discover the best local restaurants right on their doorsteps – all available via Deliveroo.
Combining Secret Media Network’s not-so-secret obsession with the local food scenes and Deliveroo’s impeccable list of partners, this tour promises to be a culinary experience foodies can’t ignore. Through bespoke content creation, influencer collaborations and tailored online articles across Secret Media Network’s platforms, the partnership is designed to encourage viewers to explore new restaurants via the Deliveroo app and support its many local partners by fostering a sense of community around food.
The Doorstep Taste Tour, which starts today (26 February) and runs until 24th March, kicks off with a dedicated content series – Taste Race. The series sees Secret Media Network’s presenter and Head of Video, Jess Dawson, tour the UK with a host of famous faces, including comedian Munya Chawawa in London, presenter and TikTok influencer Charley Marlowe in Manchester, and TV personality Josie Gibson in Bristol. Each ‘Taste Race’ will see celebrity guests interview residents in each city to unveil their favourite local food spots on Deliveroo, then race to try as many of the recommendations as possible.
The next phase of the campaign, The Doorstep Drop, is a social content series across Instagram (@secret.london, @secret.bristol and @secretmanchester) and Facebook (Secret London, Secret Bristol and Secret Manchester) inviting local chefs and restaurant owners for a special Deliveroo at-home experience, uncovering their personal food journeys whilst feasting on their go-to orders. Each episode will spotlight local cult classics, including Kricket in London, Oowee Diner in Bristol, and Almost Famous in Manchester, emphasising each city’s rich and diverse food culture.
Each tour culminates with the campaign’s pièce de résistance, the live Doorstep Dish-Up activation in Bristol, London and Manchester, which will see VIP guests, including Munya Chawawa, Josie Gibson, and Charley Marlowe, collaborating with iconic restaurants – Pizza Pilgrims, NADU and Ramona – to create bespoke one-off dishes for foodies to enjoy there and then. What’s more, Deliveroo is giving away a limited number of bespoke dishes for free on the day of the Doorstep Dish-Up in each city, with additional discounted dishes available for locals to order via the app in the days that follow.
For the duration of Doorstep Dish-Up activation, customers who order from participating Dish-Up restaurants* via Deliveroo will be automatically entered into a competition to win the ultimate ‘be a tourist in your own city’ experience. Designed to encourage locals to experience the best of what their local city has to offer, one lucky customer per city will win an incredible prize including tickets to a Fever local candlelight concert, an overnight stay in a hotel, a VIP experience at a Dish-Up restaurant and Deliveroo vouchers worth £300.
Caroline Harris, VP of marketing at Deliveroo, said: “We are excited to partner with Secret Media Network to bring a taste of the most unique and exciting restaurants to doorsteps in cities across the UK. This partnership will allow us to offer both new and existing customers a wide range of culinary experiences, while also showcasing the thriving independent restaurant scene, which we are proud to support at Deliveroo.”
Ollie Killick, global head of brand partnerships at Secret Media Network, said: “This campaign perfectly illustrates the alignment between our two brands, showcasing our united effort to deliver the very best of local cuisine straight to our foodie-loving audience’s doorstep. With its mix of engaging content, VIP guests, and exclusive Deliveroo giveaways, this campaign will be an unforgettable journey for everyone involved”.
