W+K London and Deliveroo Free You to Order the Same Boring Dumplings Every Night for the Rest of Your Life

By Patrick Coffee 

Consumers love choice and speed, and they hate inconvenience. That’s probably why Deliveroo, the British equivalent of Grubhub, has been so successful.

Wieden + Kennedy London focuses on the “choice” element of that equation in “Food Freedom,” its debut campaign for the client. That’s freedom as in the ability to order whatever you want whenever you want it, convention and circumstance be damned.

The campaign’s central spot serves up a series of situations in which Deliveroo could theoretically help some difficult customers score chow right now—be they astronauts desperately seeking sushi or grandmas on the run in need of a calorie boost.


Alex Mavor and Edward Kaye of The Sacred Egg directed the above, which is dripping with British flavor (in our humble Monday morning pre-coffee opinions).

“Nothing really beats tucking into a burger in your joggers in front of the TV,” said CDs Ben Shaffery and Max Batten. “Using a hyperbolic lens, we placed a bunch of simple takeaway truths at the heart of the campaign, showing that with the ease of Deliveroo, nothing can get in the way of your Food Freedom.”

The campaign also includes OOH, traditional radio ads, and “dynamic” digital audio spots that will target consumers by time of day and location. Data!


Agency: W+K London
Client: Deliveroo
Campaign: “Food Freedom”

Creative Director: Kit Dayaram
Creatives: Ben Shaffery, Max Batten
Executive Creative Directors: Tony Davidson, Iain Tait
Group Account Director: Laura Jacobs
Account Director: Michaela Chweidan
Account Manager: Isabelle Udall
Planning Director: Indiana Matine
Planner: Rory Foster
Comms Planner: Anna-Claire Clendon
TV Producer: Matthew Ellingham
TV Production Assistant: Iona Patterson
Business Affairs: Jo Woodford
Production Company: Riff Raff
Director: The Sacred Egg
Executive Producer: Matt Fone
Line Producer: Cathy Hood
Director of Photography: Simon Chaudoir

Editorial Company: Cut and Run
Editor: Sam Bould
VFX Company: MPC
VFX Supervisor: Jonathan Box
Music+Sound Company: Wave Studios
Sound Designer: Dugal MacDiarmid
Producer: Ben Tomlin
Mix Company: Leland Music
Transcreation: Jam Worldwide