‘A mince pie for breakfast’, ‘a Cantonese feast on Christmas Eve,’ Deliveroo reassures audiences that ‘anything goes’ at Christmas.

Encouraging audiences to indulge in the treats they enjoy during the Christmas period, Deliveroo’s festive campaign has been created with the help of creative advertising agency, Pable, and showcases the range of foods available on the delivery service.

The campaign has been created based on insights collected from social listening, order data and customer research that found people indulge in individual creative food rituals during the festive period. From putting brussel sprouts on pizza to pouring gravy over everything, the campaign hero film says ‘The rules are, there are no rules.’

The TV spot was written by Charlie Gee & Tian Murphy, Creative Directors at Pablo and centres around a festive voice-over that throws caution to the wind in favour of customers' festive treats. The TVC combines animation, shots of food, social posts and footage of drivers mashed together in a dynamic campaign that inspires audiences to order anything with Deliveroo.

The campaign is a continuation of the “It’s all on your doorstep” brand platform which also saw the brand partner with Director duo Watts and production house Stink. The campaign utilises mixed media using a 2D animation style built for Deliveroo in partnership with Studio Orca, with sound handled by Jungle Studios and Post-production by Rascal.

"Following on from our new brand platform “It’s All on Your Doorstep”, we wanted our Christmas campaign to recognise the incredible range of food available in our customers’ neighbourhoods but this time with a festive twist. We wanted to celebrate all the traditions, quirks and festive rituals that our customers have, no matter what they fancy and whenever they fancy it.” says Caroline Harris, VP of Marketing at Deliveroo.

She continues: “Listening to our customers gave us great insight into the ‘Anything Goes’ mentality during this season, when the rulebook is there to be broken and we can toast to eating a mince pie for breakfast or adding brussels sprouts to every single meal, if that’s what makes you tick…”

The campaign will run across TV, radio, PR, social and digital across UK and Ireland throughout the festive period.

By showcasing the breadth of food available on Deliveroo and enabling audiences to engage in festivities in their own way, the delivery service is able to serve up a slice of Christmas.