KIWI-OWNED DELIVEREASY PICKS COLENSO BBDO, INSTANTLY REGRETS IT.
Colenso BBDO has pitched and won New Zealand’s on-demand delivery service Delivereasy. The agency has wasted no time developing and deploying a new brand platform and visual identity for the company. Shortly after launching the new branding, 17 people at Delivereasy got tattoos.
The new positioning – ‘Leave a better taste in your mouth’ – distils what makes the company different from the rest. Unlike the other guys, Delivereasy is New Zealand owned – enabling them to build authentic relationships with restaurant owners and hungry people. First launched in 2016, their willingness to challenge the category and go where others don’t has earned them a loyal following.
Says Jean Mexted, Head of Marketing: “Delivereasy was born to defy the category and to truly connect with the people who use our service. Colenso didn’t just understand us, they captured the spirit of who we are. Our next stage of growth comes from investing and dedicating ourselves to being the best on-demand delivery service in the country. But it also comes from creating a world class brand. The proof of how right Colenso got it can be seen permanently inked into the skin of some people in the business.”
Says Si Vicars, Chief Creative Officer at Colenso BBDO: “Delivereasy are fully committed to being the best at what they do. They’re all in. Some of them got tattoos. We’re so excited to go on this mission with them. Just to recap, they got tattoos.”
The brand’s new design is being rolled out across all touchpoints and will be followed by a launch campaign in the coming months.
31 Comments
Press releases like this please!
This is how it’s done;)
Looks like great fun had by all. Congrats and huge respect to the Delivereasy team
Why isn’t this type of work and branding being done for more/bigger clients? It leaps off the screen at you. It has energy and a point of view. It makes me want to spend time with it. It’s bold and fun. And what an incredible story about the tattoos. God it makes the rest of the market seem dull. I’m not saying this style of work suits every brand, but every brand should at least strive to be interesting. Seems like we’re in an era of ‘same’. I hope it ends soon.
Now who from your team wrote this? Lol if
You’re going to pretend to be an “anonymous commenter” at least make it a bit more subtle.
Where can I get one?
Prison
The article contains no mention of “instantly regrets it” whatsoever.
Can creatives please stop photocopying off the visuals from the St Luke’s Ocado Zoom campaign and turning them into a logo?
Thanx.
Can critics please stop trying to find plagiarism in every bit of good work? Everything has been done, in every way — almost. I hate comments like these.. Cause you’re making it impossible to have a discussion on the difference between plagiarism and inspiration, or similar executions. And you’re putting “copy cats” in everyone’s mind, contaminating the work done by people I can assure you do NOT want to copy anyone — that’s in almost every creative’s blood.
So good
You’re why clients make us hit audiences over heads.
Thanks.
This is also probably too cryptic for you
What’s worse? Doing bad work. Or, copying another campaign and then doing a press release about it?
Sorry to be a Debbie Downer but I don’t understand the strategy or positioning. Is there one? Is that logo a helmet or a location icon? Is there more work to show than this? Is that all it takes to win a pitch in New Zealand? Was it pro-bono? Are any of these poster sites real, or are they all photoshopped?
“The new positioning – ‘Leave a better taste in your mouth’ – distils what makes the company different from the rest. Unlike the other guys, Delivereasy is New Zealand owned – enabling them to build authentic relationships with restaurant owners and hungry people. First launched in 2016, their willingness to challenge the category and go where others don’t has earned them a loyal following.”
“The brand’s new design is being rolled out across all touchpoints and will be followed by a launch campaign in the coming months.”
The ad mockups are cool, but I was still in the dark as to what was on offer here. So I went online and did some research and now I know that I can get some Doritos delivered from my local Z.
This client has no budget and is a waste of any agencies time and money. They should do their ads in-house. They end up looking in-house anyway.
Can you read? Did you dictate your drivel thoughts to someone who helped you bash out your hate?
This is getting spiccccy!
Let’s order some Doritos and sit back and watch.
What are you talking about?! Tell us what in-house brand team is doing work like this? I genuinely want to know what you’re talking about.
I use those poster mock-ups too.
It’s quiet out there but the PR machine still needs feeding.
Notice the agency interviews, refreshed websites and releases about hires of grads. Not too mention the staff cuts that don’t get a mention.
We all need an upturn.
I don’t get it.
Instantly loved this
I literally don’t get the strat to idea to outcome link.
They’re kiwi owned and look after their staff & restaurants so the strategy is to stick it to the big guy and the brand idea is they leave a better taste in your mouth. This is not a complicated thing to understand. I’m guessing you’re probably a disgruntled pitch loser trying to discredit solid work. It’s okay. Breathe.
I like Uber, it delivers what I want. I eat the food and pay the money, I don’t feel disgruntled or worry about the staff. I am consumer. Your strategy/business is based on a problem that doesn’t exist – sadly like so many other Strategies. In reality this is just a locally owned meto brand hoping it will be liked by kiwis enough to steal a chunk of market, maybe start with that problem and do something to make kiwis care, good luck genuinely. Be great.
And you reckon consumers will easily take that out of this campaign?
What campaign? “The brand’s new design is being rolled out across all touchpoints and will be followed by a launch campaign in the coming months.”
Wonder how much they spent for the redesign when their drivers cannot even afford rent