Deliveroo has launched a new UAE brand campaign that celebrates personal food preferences and challenges conventional ideas of good taste, using humor and everyday dining experiences to highlight its restaurant, grocery and retail offerings.
Called “Taste Recognises Taste,” the campaign was developed by creative agency FP7 McCann and is part of Deliveroo’s “Deliveroo For You” brand platform. It launched on October 19 across outdoor advertising, digital, social media and customer relationship management channels.
The campaign draws on the UAE’s diverse food culture, from neighborhood shawarma and falafel outlets to specialty coffee shops and traditional karak tea. It emphasizes that good taste is shaped by personal preferences and experience rather than price, popularity or food trends.
A central film contrasts the world of upscale dining and carefully presented dishes with people who know where to find their favorite local meals, discover restaurants before they become popular or rely on trusted recommendations from friends and colleagues.
The campaign also highlights everyday food discoveries, including neighborhood restaurants that begin offering delivery and familiar dishes that remind customers of home. The executions showcase Deliveroo’s selection of restaurants, groceries and retail products.
“With ‘Deliveroo For You’, we wanted to move beyond simply showcasing what’s available on the app and connect with people through something more personal: their individual taste,” said Iona Cameron, marketing director at Deliveroo Middle East.
The UAE’s mix of cultures, preferences and food traditions provided the basis for a campaign designed to be relatable and playful, she said, adding that it aims to reflect the company’s understanding of customers and encourage them to discover more of what they enjoy.
Deliveroo will also release social media videos featuring restaurants and the people behind them, highlighting different cuisines and the UAE’s food scene.
FP7 McCann developed the creative campaign, while Initiative MENA handled media planning.
Watch the campaign here
