Be it after a long day of work or on a precious morning off, there are far better ways to spend time than strolling around a supermarket. This belief sits at the heart of Gorillas’ new campaign, which encourages customers to not waste their time. The spot explores the millions of things which are more fun than standing in a supermarket queue or traipsing round the aisles to end up still missing an item.  

The campaign from the Or marks the launch of a global multimedia ad campaign for the  grocery delivery service, introducing a new creative platform and strategic positioning for the brand. The Or was awarded the Gorillas account in 2021 without a pitch, and in April 2022 launched a successful multimedia campaign for Gorillas called Whatever London Wants.

At the centre of the campaign is a 30-second video execution that shows the humorous ways consumers can spend their time instead of going to the supermarket. Some of the creative ideas include self-care, caring for others, going viral and playing sports. The spot ends with a voice over at the end stating, “We deliver groceries, so you can do whatever.”

The fast-paced video embodies the brand's punchy, challenger persona. Alongside the video are OOH and DOOH spots which maintain a similar tone of voice. One poster shows a couple having fun in bed with the copy: “We Deliver Groceries So You Can Do Whatever” explaining “More time in the sheets. Less time in the shops.” Another says, “Self-care, not self-checkouts.”

Angharad Probert, VP of Brand at Gorillas explained that Gorillas is “not like other instant delivery services so our comms need to feel different too.  It was important for us to create a campaign that cuts through the noise and talks about the real and highly relatable emotional benefits you gain from using our service.”

He continued; “We could have easily created a campaign like our competitors and just shout about speed and convenience but there is more depth to us as a brand and what we stand for. The Or has recognised this brilliantly by helping us create a campaign that will reframe how our customers see us - not just as a brand who does their grocery shopping for them, but more importantly a brand who can give them some much-needed time back.”

The bold, fast-paced campaign challenges category conventions by focusing on the time given back to the consumer rather than the direct offering, cleverly showcasing a double benefit of Gorilla's service. The campaign demonstrates that the brand has a deep understanding of its consumers, echoing their needs in its communications and showcasing how the service makes the lives of its customers easier.