Ultra-fast grocery player Gorillas is marking its first year in the UK with an advertising campaign that reveals the purchasing habits of customers in different areas.
The ‘Whatever London Wants’ campaign encompasses out-of-home billboards, TV and radio ads, posters, projections and murals. It features regionalised data from its dark stores and “provocative slogans popping up around the capital”.
“We are not like other instant delivery services so our comms need to feel different too,” said Danny Barry, head of brand Northern Europe for Gorillas.
“We dug into our data to discover some fun facts, and collaborated with The Or to bring our insights to life in a playful and provocative campaign,” he added. “It celebrates the fact that we know our customer base, and we are confident it will inspire others to try out the Gorillas app to get the products they desire in minutes.”
The TV ad – which first aired during Ant & Dec’s Saturday Night Takeaway at the weekend – is “peppered with hidden Easter eggs that true Londoners will spot” and features a cast of London natives like illustrator Mr Bingo, singer Hak Baker and model Mia Wells; music from Londoner Little Simz; and voiceover by Kennington-born rapper Sam Wise.
“Gorillas is a really exciting client win for us – an ambitious startup that wants to shake up the market and connect with younger generations in mould-breaking ways,” said Paulo Salomao, co-founder and business leader at The Or, which was awarded the account in 2021 “without pitch”.
“What better way to get Londoners to sit up and be interested in on-demand groceries than letting them know what their neighbours are ordering?” Salomao said. “This is a big idea that can rise above the industry clutter and we look forward to seeing it run in London and then other cities around the world.”
Since launching in London last year, Gorillas has delivered eight million products to consumers it said.
Among the sales data reflected in the campaign – by creative agency The Or – is the finding that Kensington and Chelsea “have been popping off”, ordering 120% more champagne than the rest of the capital. Meanwhile, “it may not be a surprise”, the company added, that Hackney orders more avocados than any other area. Harringay orders almost 10 times more catfood than dogfood across the borough.
As part of the campaign, customers making an order worth more than £10 until midnight on 15 April will be given the opportunity to “buy whatever they want (literally) through the app”.
Using the promo code ‘WHATEVER’, users will be prompted to add “whatever their heart desires – providing it’s a single item under £400” to the delivery notes, for the chance to win it.
Other order data revealed in the campaign includes the fact Gorillas has made 2,500 deliveries of condoms over the past 12 months. Lambeth is London’s leading borough for number of orders placed on the app, with one individual setting the record for number of purchases in a single day – 18 times in 24 hours.
“For the curious, their orders included 32 Kit Kat Chunky Peanut Butter chocolate bars, eight boxes of Birds Eye Fish Fingers and 10 packs of toilet tissue,” the company revealed.
Throughout its first year, Gorillas has reached a number of business milestones, including being the fastest-ever European startup to reach a $1bn valuation.
Since its launch, Gorillas’ UK team has grown to be 2,523 strong, with 146 in the head office and 2,377 riders and warehouse staff managing operations.
“We can’t believe it’s only been one year since we first launched in London at our Shoreditch warehouse,” said Christopher Chaaya, general manager for Gorillas UK. “Since then, the business has gone from strength to strength, expanding to dozens of micro-fulfilment centres in London alone, and a further four regional locations across the UK.
“Not only have we been delivering high quality groceries to consumers over the last year, we’ve also developed a number of landmark partnerships with the likes of Tesco, and recently UK foodie favourites MOB, whilst also supporting our network of incredibly talented independent suppliers,” he added.
The brand has worked with over 50 local suppliers locally, including H.G. Walter, Minor Figures, Hackney Gelato and Strong Roots.
In May, Gorillas – soon expected to reach a valuation of $5bn – will launch a co-branded product with Hackney Gelato. The Banana, Pecan & Caramel Gelato will be available exclusively on the Gorillas app for a limited time, “the move into the realm of co-branded products marking an exciting shift for the delivery service and its independent partners” it said.
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