‿ and us Brings the Euros Fans' 'Food Fight' to Deliveroo in Dubai

This year’s European Championships are at an end. But one thing that has remained throughout the entire competition is the 'Euro food war’. Fans who flocked to Germany for the month-long tournament have entertained themselves with signs that taunt their opponents about their cuisine.

For example, signs like ‘Pasta > Paella’ were held up during Italy versus Spain. Or, signs like Fondue > Fish and Chips’ were held up during Switzerland versus England.

Deliveroo‿and us saw this as the perfect opportunity to create a campaign that seized the moment. Since Dubai is made up of 85% expats — and thanks to the time difference games were on at peak munch time — it was the perfect chance to make football fans feel like they were part of the action. Turning the signs into promo codes, fans across the UAE could claim food supremacy. By inputting the code, fans got entered into a draw to win a 500AED voucher — but more importantly, they added to their team’s tally in the Euro Munch Match. So in the end Spain/England may have won in the football, but the real winners were the ones who ordered on Deliveroo.

Fadi Yaish, CEO and chief creative officer of ‿ and us, states: “These are the kinds of opportunities we’re always looking for. It’s a chance to create something that is right in the heart of culture. And when you have incredible partners like Deliveroo, you can make work that makes a massive impact.”

George Schempers, head of marketing at Deliveroo, said, “Food and football go together perfectly. And so do Deliveroo‿ and us. In our market, you have to be quick to capitalize on these cultural moments and we took this opportunity to do something truly creative.”