Deliveroo has launched an Easter campaign in Singapore. During the campaign period, users have to keep a lookout for Deliveroo riders who will be "donning bunny ears on their helmets, a bunny face mask and even a little bunny tail attached to their delivery bag". They will then have to take a photo of the delivery riders and post them on the Deliveroo's Facebook page and share it. The first 20 users to submit pictures will stand a chance to win SG$20 worth of Deliveroo credits.
According to Deliveroo, the "Deliveroo Bunnies" will cover central areas such as Chinatown, Clarke Quay, Orchard and Bugis, as well heartland districts such as Katong, Tampines and Toa Payoh, from 15 to 17 April, between 12 to 2pm.
MARKETING-INTERACTIVE has reached out to Deliveroo Singapore for comment on their marketing plans and expected ROIs for this campaign.
Separately, Deliveroo Singapore partnered with Burger King, Krispy Kreme and Popeyes last November to create temporary tattoos inspired by their best sellers , in celebration of National Fast Food Day on 16 November. Each limited edition design recreated a well-loved fast food item in bright, energetic colours, and featured a playful Deliveroo icon. The temporary tattoos also came with food puns on the packaging, that complement each design. Consumers could collect the tattoos by ordering participating set meals on Deliveroo from selected Burger King, Krispy Kreme and Popeyes outlets from 15 November.
The PR-led campaign was supported mainly by earned media engagements. While Deliveroo declined to share exact figures or ROI, its spokesperson said then that the key outcomes expected for the campaign were increased brand love and top-of-mind awareness for Deliveroo; increased brand awareness of Deliveroo’s restaurant partners; and earned media share of voice.
Last year also saw Deliveroo give back to society by joining forces with Impossible Foods to help diners leave a green footprint, one meal at a time. Both companies pledged to plant one tree in the Amazon rainforest for every Impossible dish ordered on the platform, from 15 September to 15 October 2021, capped at 2,000 trees. Over 200 restaurants participated, including Da Paolo, Three Buns, and PS.Cafe, serving up a wide selection of plant-based options. The campaign ran across several channels including paid digital ads, influencer engagement, social media content and Deliveroo in-app placements such as CRM and on-site banners. Deliveroo also sought to increase the number of orders of Impossible dishes and grow brand love as well as top-of-mind awareness.
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