Deliveroo has a history of engaging their audience with limited Easter egg releases, and in the nature of being a food delivery service, the brand had a great advantage to roll out their Invisible Easter Eggs campaign in 2020 around London and Manchester regardless of the pandemic. Following a successful launch of Game of Thrones chocolate dragon eggs in 2019, marking the final season release of the famous series, Deliveroo came back with a fun and crafty concept, which strongly related to the 2020 environment. The campaign allowed families to get creative at home and decorate an invisible egg, made out of gelatine and purified water, with tasty edible decorations.
This year, as many of us wonder how the future will unfold for the world, Deliveroo used the opportunity to come to the forefront with a lighthearted solution. The brand’s partnership with a fortune teller Mystic Meg, the nation’s loved astrologer, offered people in Leeds, London and Brighton a chance to order crystal spheres resembling chocolate eggs to enjoy this Easter. As Deliveroo spokesperson Aisha Jefferson said, with the collaboration the brand wanted “to provide Brits with much-needed joy and positivity this Easter in the form of an edible crystal ball.”
Limited edition Mystic Eggs, developed by Food is Art, allowed consumers to order eggs straight to their home with free delivery choosing between two flavours – milk chocolate or vegan dark chocolate. To top it all off, once cracked open, the egg featured hidden predictions for the year foreseen by Mystic Meg to lift up the spirits at home. Deliveroo yet again successfully showed that engaging their audience through the use of digital solutions is their ace-game, each year keeping us wondering what new egg-sellent limited add-on activations we will be able to enjoy during the spring holiday on the Deliveroo app.