The food delivery company, which launched in London in 2013, has coincided the maiden ad campaign with the announcement that it is now available in Newport, the 100th town or city where Deliveroo is available in the UK.
The TV ad, created by Fallon, features a series of "memorable moments" that people create around food. These moments include a first date, a picnic on the beach and the first bite of a wedding cake.
Deliveroo said changing consumer trends have helped drive the company’s growth as people order food for breakfast and lunch as well as dinner throughout the week. Breakfast deliveries are up 100% year on year, Deliveroo said, although exact figures were not given.
The spot was written by Lucia Mencos and Rosa Rankin-Gee and art directed by Andrea Rambert and Paul Sethi at Fallon London. There is no director credited since source footage was used for the film. MediaCom is handling the media planning and buying for the campaign.
Deliveroo called reviews for media and creative agencies last year but did not disclose what shops had been appointed until the launch of today’s campaign.
Dan Warne, UK & Ireland managing director at Deliveroo, said: "Only four years ago our founder and chief executive made his first delivery, four years on we now deliver to 100 cities and towns right across the UK.
"The pace of our growth demonstrates how the British public are embracing the move to get great food from great restaurants delivered straight to their door."