Super-fast grocery player Gorillas celebrates its first year in the UK with an advertising campaign that reveals the shopping habits of customers in different areas.
The ‘Whatever London Wants’ campaign includes outdoor billboards, TV and radio adverts, posters, projections and murals. It features regionalized data from its dark stores and “provocative slogans popping up in the capital.”
“We’re not like other instant delivery services, so our communications need to be different too,” said Danny Barry, Northern Europe Brand Manager for Gorillas.
“We dug into our data to uncover fun facts and collaborated with The Or to bring our ideas to life in a playful and provocative campaign,” he added. “It celebrates the fact that we know our customer base, and we’re confident it will inspire others to try the Gorillas app to get the products they want in minutes.”
The TV advert – which first aired on Ant & Dec’s Saturday Night Takeaway this weekend – is “strewn with hidden Easter eggs that real Londoners will spot” and features a cast of London natives like illustrator Mr Bingo, singer Hak Baker and model Mia Wells; the music of Londoner Little Simz; and voiceover by Kennington-born rapper Sam Wise.
“Gorillas is a really exciting client for us – an ambitious startup that wants to shake up the market and connect with younger generations in a game-changing way,” said Paulo Salomao, co-founder and CEO of The Or, who was reward. the account in 2021 “without pitch”.
“What better way to get Londoners to sit up and take an interest in groceries on demand than to let them know what their neighbors are ordering?” Salomao said. “It’s a big idea that can rise above the clutter of the industry and we can’t wait to see it work in London and then in other cities around the world.”
Since launching in London last year, Gorillas has delivered eight million products to consumers, he said.
Among the sales data reflected in the campaign – by creative agency The Or – is the finding that Kensington and Chelsea “jumped”, commanding 120% more champagne than the rest of the capital. Meanwhile, “it may come as no surprise,” the company added, that Hackney commands more avocados than any other region. Harringay orders nearly 10 times more cat food than dog food in the borough.
As part of the campaign, customers placing an order worth more than £10 until midnight on April 15 will be able to “buy whatever they want (literally) through the app”.
Using promo code ‘WHATEVER’ users will be asked to add ‘whatever their heart desires – provided it is a single item under £400’ on delivery notes, to have a chance to win it.
Other order data revealed in the campaign includes the fact that Gorillas made 2,500 condom deliveries in the last 12 months. Lambeth is London’s top borough for the number of orders placed on the app, with one individual setting the record for the number of purchases in a single day – 18 times in 24 hours.
“For the curious, their orders included 32 Kit Kat Chunky Peanut Butter chocolate bars, eight boxes of Birds Eye Fish Fingers and 10 packets of toilet paper,” the company revealed.
In its first year, Gorillas achieved a number of business milestones, including being the fastest European startup to reach a $1 billion valuation.
Since launch, the UK Gorillas team has grown to 2,523 people, including 146 at head office and 2,377 drivers and warehouse staff managing operations.
“We can’t believe it’s only been a year since we launched in London at our Shoreditch warehouse,” said Christopher Chaaya, Managing Director of Gorillas UK. “Since then, the business has gone from strength to strength, expanding to dozens of micro-distribution centers in London alone, and four other regional locations across the UK.
“Not only have we delivered high quality groceries to consumers over the past year, but we have also developed a number of historic partnerships with companies such as Tesco, and recently UK foodie favorites MOB , while supporting our network of incredibly talented independent vendors,” he added.
The brand has worked with over 50 local suppliers, including HG Walter, Minor Figures, Hackney Gelato and Strong Roots.
In May, Gorillas – soon to hit a $5 billion valuation – will launch a co-branded product with Hackney Gelato. Banana, Pecan & Caramel Gelato will be available exclusively on the Gorillas app for a limited time, “the move into co-branded products marking an exciting shift for the delivery service and its independent partners,” he said. declared.