Submitted by Coolr

Tour de'liveroo with TOPJAW

Influencer Marketing

Coolr built Tour de'liveroo for Deliveroo with TOPJAW and six local foodie creators, a multi-city social campaign the agency reports reached 26M+ people across social.

26M+people reached across social
23M+video views

Case in 60 seconds

Deliveroo customers facing endless food choice and rising costs were defaulting to the same safe orders, a pattern Coolr calls menu anxiety, so the brand needed to reignite an appetite for discovery.

The campaign appears to turn on the reading that discovery is a cultural act rather than a merchandising one, because people take recommendations from voices they already trust more readily than from a platform telling them what to order.

Rather than telling people what to order, Coolr let food culture lead, reframing food discovery through authentic voices that audiences already trust and celebrating local food culture rather than promoting restaurants.

TOPJAW created a new format, What Chefs Deliveroo, interviewing some of the UK's top chefs and spotlighting standout dishes, while six hyper-local foodie creators guided audiences to hidden gems, blending street-style discovery with at-home delivery moments across TikTok, Instagram and Meta with paid social amplification.

Coolr reports 26M+ people reached across social and 23M+ video views, along with food discovery reframed for culture-first audiences and Deliveroo's position strengthened as the go-to for local eats.

Strategy Breakdown

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

Culture-first audiences suffering from menu anxiety, consumers defaulting to safe orders who the campaign set out to re-engage with local food discovery.
Endless choice and rising costs push people toward repeat orders, so the tension Coolr describes is between the promise of discovery and the safety of the familiar, which the campaign addressed through culture rather than through offers.
Delivery platforms compete on breadth of choice, which is the same abundance that produces menu anxiety, so Deliveroo needed to prove that finding something new on the platform was simple rather than to advertise more options.
Deliveroo positioned itself as the route to local food culture rather than as the seller of individual restaurants, which is why the page frames the outcome as celebrating local food culture rather than promoting restaurants.
Based on the available evidence, the campaign assumed that a trusted recommendation from a foodie voice would displace a default order in a way a platform prompt could not, which is why creators rather than the brand carried the discovery message.

Creative & Execution System

Assets & channels

  • Instagram
  • Meta
  • TikTok
  • interviews
  • video

Partners

  • Coolr (lead_agency)

Creator role

  • TOPJAW — creator
  • Six hyper-local foodie creators
  • Six local foodie influencers

Results & Evidence

MetricValueResult type
people reached across social26M+ people reached across socialreach
video views23M+ video viewsvideo_views

Why Coolr's strategy worked

  1. 1

    Coolr's own takeaway is that humour earns attention in crowded moments, which suggests entertainment carried the discovery message in feeds where a straight product prompt would have been scrolled past.

  2. 2

    Talent only works when it feels native rather than forced, so casting a duo whose existing format is food recommendation let the brand message sit inside content the audience already came for.

  3. 3

    Holding attention drives meaningful action, which reads as an argument for long-form interview content over short brand cutdowns when the behaviour being changed is an ordering habit rather than recall.

  4. 4

    Building a named, repeatable format such as What Chefs Deliveroo gives a campaign somewhere to keep publishing, because a format sustains consistent rollout across platforms while a single asset does not.

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