Deliveroo is bringing its ‘Football Just Got Even Better’ platform to life this summer through a major integrated talent-led campaign featuring football icon Peter Crouch and television presenter and model Abbey Clancy.
Developed in partnership with Coolr and The Romans, the campaign is rooted in a simple insight: while football matches may only last 90 minutes, the rituals, emotions and behaviours surrounding them begin long before kick-off and continue long after the final whistle.
At the heart of the campaign is a 45 second hero film starring Crouch and Clancy, which humorously captures the emotional rollercoaster of tournament football through a series of relatable fan behaviours and rituals. The creative showcases Deliveroo’s restaurant, grocery and retail offering, demonstrating how the platform supports customers throughout the entire matchday occasion, from pre-game to recovery.
The campaign marks one of Deliveroo’s largest football activations to date and will roll out across paid and brand social social channels, creator partnerships, PR, experiential activations and Deliveroo’s owned channels throughout the tournament.
Recognising that football fandom increasingly lives across multiple screens, creator communities, social platforms and group chats, Deliveroo has developed a campaign designed to behave like football culture itself – reactive, conversational and highly shareable.
Alongside the hero creative, the campaign will deliver dozens of assets throughout the tournament. The campaign includes:
- Hero film in 45 seconds with a 30 second cut down
- Paid and organic social content
- Creator and influencer partnerships
- Football community and meme platform collaborations
- Reactive social content responding to tournament moments
- PR and earned media activations
To ensure the campaign reaches fans in the spaces where football conversations naturally happen, Deliveroo is partnering with a range of creators and culture platforms throughout the tournament.
Alongside planned content, Deliveroo has developed a reactive content programme designed to allow the brand to participate in the biggest cultural moments of the tournament in real time.
To generate talkability around the campaign, Deliveroo and The Romans have created the ‘Pizza Crouch’, a giant 6ft 7in pizza built to Peter Crouch’s exact height. Created especially for football watch parties so that no one has to step away from the action to refuel, the limited-edition pizza serves up to 30 people and combines Peter’s favourite Margherita topping with Abbey’s preferred Hawaiian pizza, speaking about their passion for pizza in episode ‘Pizza Crouch’ of the couple’s Therapy Crouch podcast.
Delivered in a bespoke 6ft 7in pizza box and custom-made Deliveroo delivery bag, Pizza Crouch has been designed to celebrate one of football’s most enduring traditions: gathering together with friends to watch the game.
Available exclusively in London and Edinburgh during the tournament, the activation has been created to generate earned media and social conversation throughout the campaign.
Evelyn Lopez Mendoza, global head of marketing at Deliveroo, said: “The World Cup is a moment people live in for six full weeks. We wanted to build a campaign that reflects how modern fandom actually behaves. Fans are ordering food, messaging group chats, following creators and reacting to every twist in real time across multiple screens and communities simultaneously.
Peter and Abbey were the perfect partners for that. They bring genuine fan truth to everything they do because they are genuinely fans themselves. They helped us create something that earns its place inside the culture under our broader ‘Football Just Got Even Better’ campaign.
Wherever our customers are in the World Cup journey is exactly where we want to be. Whether it’s hosting a watch party, stocking up before kick-off, ordering through the chaos of extra time: Deliveroo will be there.”
Ben Goldhagen, Head of Sport at Coolr, said: “Deliveroo wanted to tap into the fun and shared rituals that make tournament football so special so together, we’ve created a campaign that’s playful, social-first and designed to give fans something genuinely enjoyable to engage with throughout the tournament.
Football campaigns work best on social when they feel like they’re made for fans – emotional, reactive, entertaining and highly shareable, and Peter and Abbey’s dynamic gave us the perfect creative vehicle to tap into fan behaviours in a way that feels authentic to football culture and native to modern platforms.”
The campaign is live and will run throughout the tournament.
