Delivery Hero won the ‘Design’ category at The Drum Awards for Marketing 2021 with its Everyday Roastery campaign. Here, the team behind the winning entry reveal the secrets behind this successful project…
The challenge
Coffee is one of the fastest rising products in the delivery market. As Delivery Hero extends to reach wider audiences with more delivery solutions, a venture into building an international, market competitive coffee brand became our solution.
Welcome Everyday Roastery: our global brand for coffee delivery, ready for adaptation for any of our brands around the world. Searches for coffee are on the rise, thanks to the explosion of e-commerce, along with 2020’s unprecedented events. Take one of the world’s most mature delivery markets, the UAE, and searches for coffee increased by over 30% between May 2019-May 2020, particularly among the 25-34 age bracket.
Our objective was to respond to increased consumer demand and develop a high quality yet affordable coffee delivery service to compete with global coffee giants. Everyday Roastery is situated as a standalone brand within the Delivery Hero group: Everyday will feature highly in association with our brands therefore benefitting from our existing market-leading recognition, but will stand alone across channels (performance, social etc) with its own unique, individual brand identity.
The strategy
An Everyday Roastery playbook was developed to harness an iconic design that was recognisable and bold, yet also has a meaningful positive effect. The staple of the brand design are the seven iconic patterns: one for every day of the week.
Through focus groups and research, we understood that there are many ways ‘to coffee’: a Tuesday morning coffee is a different experience to a Saturday afternoon coffee, but Everyday Roastery is there for each occasion.
The brand image was critical in fulfilling our ambition to embody self-expression. Our playbook therefore showcases the look from shop faces to tote bags, social feeds to influencer membership cards. We knew how Everyday Roastery would look across every touchpoint from the offset.
Launching a brand from scratch held new challenges. We needed to identify how we say ‘Hello’ with clarity, and how to stand out from known and established brands. Through workshops we developed the launch campaign: Everyday moods.
Using our seven patterns as fuel, we went on to identify seven moods to guide our launch campaign: Focus, Energy, Treat, Habit, Comfort, Share, Break. A mood for every coffee.
We identified a tagline that embodies our USPs: Everyday. For you. Our tagline is flexible and can be adapted to suit moods, seasons and new campaigns (e.g. For focus, For mornings, For Ramadan).
The campaign
With a launch campaign expected to shine across multiple channels, with the two key goals: brand awareness and acquisition, we quality checked our brand experience with experts.
Workshops with Google, Snapchat and our brilliant performance marketing team helped us to orchestrate the campaign across all key channels covering social, PR and performance and CRM. Campaign highlights include: Spotify & Anghami playlists for every mood, co-branded CRM assets to reach our parent brand’s loyal customers and influencer mood cards to spark live conversation and build our tribe.
Our launch campaign is designed to offer customers a reason to coffee, everyday – by understanding the individual behind the order.
The results
The Everyday Roastery success (so far) can be measured by the following data points:
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50+ stores live globally, with a target of 150+ in 2021;
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11 countries launched in under a year, across 4 continents;
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1,393% YoY GMV growth;
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Average 40% MoM order growth since September 2020;
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200k+ coffee experiences delivered right to people’s doors.
This project was a winner at The Drum Awards for Marketing 2021. Find out which competitions in The Drum Awards are currently open and don’t forget to visit our new interactive calendar.
