Deliveroo is “probably a year late” to TikTok and now it’s “throwing everything at walls and seeing what sticks”, according to Ben Bailey, global director of consumer communications at the food delivery brand.
“We’re having a lot of fun,” he told a session at Advertising Week Europe (May 2022) but he was also adamant that this is only possible because of the clear strategy and processes that are already in place.
“Social is not a nine-to-five job,” he observed, and it’s “one of the only places where you can really listen to your audience directly and also talk to them...