Type of content
CRM (customer emails, push notifications, web banners), blogs, paid-social campaigns and print
CRM (customer emails, push notifications, web banners), blogs, paid-social campaigns and print
The brief
I was commissioned by the brand's design studio to work closely with digital designers to respond to briefs from in-house marketing teams and stakeholders.
The challenge
A friendly tone of voice is very important to Deliveroo, so copy was carefully crafted to reflect its brand values – it had to be enthusiastic, confident, straight talking, warm and relatable. The head of copy said "engaging with the brand is like having a conversation from one food lover to another."
The role
As a content copywriter, I usually met stakeholders in person to gain clarity on their briefs before crafting copy and briefing a digital designer. Projects would typically include B2C campaigns, but I also worked on B2B content for restaurant partners, onboarding communications for new Deliveroo employees, and global consumer content for other regions, including Singapore, France, Hong Kong and the United Arab Emirates.
Deliveroo’s Foodscene blog•Customer emails•Push notifications•Website copy•Instagram and Facebook posts•Paid social campaigns•Interactive posts for social channels
EXAMPLES OF CONTENT
Foodscene blog posts
Blog posts were used to communicate special promotions, pop-up restaurants or interesting stories to spread brand awareness.
Interactive Facebook posts
Click-to-reveal Facebook posts generated the most engagement with consumers, including this 360 degree ‘burger wall’ to support the PR team’s experiential event on London’s Brick Lane.
Click-to-reveal Facebook posts generated the most engagement with consumers, including this 360 degree ‘burger wall’ to support the PR team’s experiential event on London’s Brick Lane.
Customer emails
Special promotions were supported by customer emails, Facebook Canvas ads and Instagram Stories, push notifications and events. The two emails below show examples for Deliveroo’s Tastebox promotion and a joint partnership with Mastercard, the official sponsorship of the UEFA Champions League.
Special promotions were supported by customer emails, Facebook Canvas ads and Instagram Stories, push notifications and events. The two emails below show examples for Deliveroo’s Tastebox promotion and a joint partnership with Mastercard, the official sponsorship of the UEFA Champions League.
Promotional flyers
Sometimes I was asked to write copy for flyers to support the Eat More Amazing ad campaign, like the one below aimed at potential new customers.
Sometimes I was asked to write copy for flyers to support the Eat More Amazing ad campaign, like the one below aimed at potential new customers.
