Submitted by Coolr

Deliveroo: No Place Like Home 🌈

Influencer Marketing

Coolr built a bespoke Pride influencer campaign for longstanding client Deliveroo in which partnered creators told their own coming out stories alongside LGBTQIA+ inclusive restaurant partners.

46TikTok embed count (unlabelled)
47TikTok embed count (unlabelled)
9742TikTok embed count (unlabelled)
16%share of agency team identifying as

Case in 60 seconds

Deliveroo approached Coolr for a bespoke influencer campaign raising awareness around Pride, a moment where brand participation is closely scrutinised, so the work had to read as authentic rather than opportunistic.

The campaign appears to turn on the idea that credibility during Pride comes from individual testimony rather than brand statement, because a coming out story belongs to the person telling it and cannot be scripted by an advertiser.

Coolr developed an idea focused on real life stories in which partnered talent spoke about their own coming out story, with the personal approach used to give the campaign warmth and authenticity.

Influencers from deliberately different backgrounds posted first person coming out stories on TikTok, with Andrew Spanndy disclosing the partnership as AD, ordering from Bleecker Burger as one of Deliveroo's LGBTQIA+ inclusive restaurants, and tagging #PrideMonth, #lgbt and #comingoutstory.

Coolr reports that positive sentiment came flooding in as a result of leaning into the influencers' personal stories, and the embedded TikTok post displays counts of 9742, 47 and 46 without stating what each one measures.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

People marking Pride Month on TikTok, reached through the LGBTQIA+ community that Deliveroo's Deloveroo programme supports across riders, partners and customers.
Pride draws brand participation that audiences read for sincerity, so Coolr states it looked for an authentic way for a client to mark the moment rather than a generic seasonal execution.
Food delivery is a transactional category with little natural claim on identity conversations, which is why the page grounds the work in Deliveroo's existing Deloveroo allyship programme and in named LGBTQIA+ inclusive restaurants.
Deliveroo appears as the platform connecting the story to a specific restaurant partner, with Bleecker Burger cited in the creator post as one of its LGBTQIA+ inclusive restaurants.
Based on the available evidence, the campaign assumes audiences give more weight to a creator recounting a personal experience than to brand messaging, which is why the creative brief asked for coming out stories rather than product endorsement.

Creative & Execution System

Assets & channels

  • TikTok
  • video

Partners

  • Coolr (lead_agency)

Creator role

  • Andrew Spanndy — creator
  • Tom (The Drag Queen Gardener) — creator
  • Twiggy Jalloh — creator

Results & Evidence

MetricValueResult type
TikTok embed count (unlabelled)46performance
TikTok embed count (unlabelled)47performance
TikTok embed count (unlabelled)9742performance
share of agency team identifying as LGBTQIA+16% of our team identify as part of the LGBTQIA+ communitycontext

The Work

TikTok@andrew_spanndy/video/7244206470500289819

Why Coolr's strategy worked

  1. 1

    An existing internal programme can function as permission to run an external campaign, because Deliveroo's Deloveroo work with riders, partners and customers gave Coolr grounds to treat the Pride activation as authentic rather than borrowed.

  2. 2

    Casting for range of background rather than reach changes what the content can say, since a set of creators from different backgrounds carries the diversity claim through the roster itself rather than through copy.

  3. 3

    First person disclosure raises the stakes for the creator, and Andrew Spanndy noting this was the first time he had spoken about his coming out story online suggests the campaign asked talent for material they had not previously published.

  4. 4

    Tying a personal story to a specific named restaurant partner gives a brand-led message a concrete commercial anchor, which lets the LGBTQIA+ inclusive restaurant claim be demonstrated in an order rather than asserted.

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