From on-campus sampling to vibrant food festivals and influencer-driven launches, our multichannel campaigns for Deliveroo have consistently helped build student affinity, creating connections that have resonated both on and offline.

However, with the rise of new competitors offering aggressive promotions and fresh propositions, Deliveroo sought to solidify its dominance by creating an offering tailored specifically for students — something that would speak directly to their lifestyles, challenges, and aspirations. The goal was clear: craft a powerful proposition that positioned Deliveroo as an indispensable part of student life.

Tapping into our 5000-strong insight network, our proprietary research into student perceptions revealed a critical gap in the market. Despite the ubiquity of delivery services, students felt ignored, with no brand truly addressing their specific needs. Rising living costs had heightened the tension — extra fees on orders made food delivery feel out of reach for many, leading to a perception that it was a “luxury” rather than a necessity.

We launched Deliveroo Students, a first-of-its-kind student-specific platform that transformed how students interacted with Deliveroo. By leveraging the simplicity of university email verification, we enabled seamless access to exclusive benefits. The centerpiece of the offering? Free delivery throughout the academic year, a game-changing incentive that immediately removed the affordability barrier.

To bring this to life, Raptor developed a comprehensive brand identity for Deliveroo Students, including a dedicated logo, a student-centric website, and a brand book that captured the tone, visuals, and messaging needed to engage this audience authentically.

Partnering with beloved local restaurants in university cities, we brought Deliveroo’s offering directly to the students’ doorstep — literally. Sampling events offered students a taste of their favorite meals, free of charge, creating an immediate sense of value and accessibility.

To amplify these moments, we incorporated experiential elements such as branded pop-ups, giveaways, and interactive activations that turned these sampling sessions into campus highlights. Exclusive perks, like discounts with ASOS or National Express, added another layer to the experience. 

Another key pillar of the campaign was the creation of a dedicated student ambassador program, ensuring Deliveroo maintained a strong presence on campus throughout the academic year. This team of passionate and well-connected students acted as extensions of the brand, bringing Deliveroo’s message to life in ways only their peers could.

Equipped with creative freedom to showcase their unique perspectives, our group of SBA's kept the brand’s presence fresh and aligned with ever-changing student culture. From organizing on-campus activations to generating awareness, these ambassadors became the face of Deliveroo for their communities.

The success of this campaign redefined Deliveroo’s presence in the student market. Over 400K students signed up to Deliveroo Students, with 70% ordering more than twice and many becoming regular users throughout the academic year.

This impact propelled Deliveroo to #3 in the top student brands of 2024 and earned it the #1 spot for on-campus presence. More significantly, the campaign achieved a significant shift: Deliveroo evolved from being seen as just a food delivery service to a brand that students feel genuinely understands their needs. By tackling a real pain point with creativity, relevance, and insight, we helped embed Deliveroo into the reality of campus life across the UK.