Tour de’liveroo with TOPJAW

The Coolr Effect

– 26M+ people reached across social
– 23M+ video views
– Reframed food discovery for culture-first audiences
– Strengthened Deliveroo’s position as the go-to for local eats

The Story

With endless food choice and rising costs, consumers are increasingly suffering from menu anxiety — defaulting to the same safe orders rather than discovering something new.
Deliveroo wanted to reignite user’s appetite for discovery and show how the platform makes uncovering local food gems simple, exciting and shareable.

So instead of telling people what to order, we let food culture lead.

Partnering with the UK’s hottest foodie duo TOPJAW and six hyper-local foodie creators, we launched Tour de’liveroo – a multi-city social-first campaign that reframed food discovery through authentic voices that audiences already trust.

The campaign was built for social, not traditional ads:
– TOPJAW created a new content format — “What Chefs Deliveroo” — capturing interviews with some of the UKs top chefs and spotlighting standout dishes 
– Content rolled out consistently across TikTok, Instagram and Meta, amplified with paid social to maximise reach and momentum
– Six local foodie influencers guided audiences to their favourite hidden gems, blending street-style food discovery with at-home delivery moments

By combining platform-native storytelling with trusted foodie voices, Deliveroo didn’t just promote restaurants – it celebrated local food culture.
The result: millions of views, genuine engagement, and renewed excitement around discovering what’s on your doorstep… and lots of yummy take-away!

The Takeaway

– Humour earns attention in crowded moments
– Talent only works when it feels native, not forced
– Holding attention drives meaningful action