Deliveroo Hop, the grocery delivery service from Deliveroo, has recently undergone a rebranding initiative that has seen a fresh visual identity and a campaign to promote the new look. The move came after Deliveroo conducted consumer research and discovered that only two in 10 customers understood how Hop differed from its parent brand’s offering, which delivers takeaway meals to people’s houses.
Tasked with building awareness and understanding of Hop, Deliveroo’s internal creative studio and creative agency Otherway worked on the fresh brand positioning, drawing on Deliveroo’s parent brand but evolving it to target an urban audience. The new look is being promoted across ads, including out-of-home work, with taglines such as “Connecting busy professionals with like-minded hummus” and “Send the baby spinach a chauffeur”.
The success of the rebranding initiative can be attributed to the fact that consumer insights were at the heart of every decision made. Iona Cameron, Global Brand Strategy Manager at Deliveroo, explained that the brand kept consumer insights at the heart of every decision it made, resulting in a relatable and differentiated brand that sets Hop apart from the competition.
Jono Holt, Partner at Otherway, added that the initiative had been a “brilliant team effort” and explained that the team had loved it when the Deliveroo HOP team came to them with the bravery to speak about the truth of why people really use their on-demand grocery service. This had given the creative team permission to speak to the audience on their level in honest ways, and have a lot of fun in the process.
By focusing on consumer insights and developing a brand that is relatable and differentiated, Deliveroo Hop is setting itself apart from the competition. With the new look being promoted across ads, the brand is set to build awareness and understanding of Hop, and in turn, increase its customer base.