Deliveroo Celebrates Smithy’s Iconic Gavin & Stacey Curry Order with Playful OOH Campaign
Food delivery platform Deliveroo has launched a unique and fun out-of-home (OOH) campaign to celebrate the final episode of the BBC hit show Gavin & Stacey. The campaign, running in prominent locations across Essex, pays tribute to one of the show's most memorable moments: Smithy’s iconic jumbo curry order. Developed by the creative team at London agency Pablo, the campaign cleverly brings a touch of humor and nostalgia, resonating with fans of the show and food lovers alike.
A Nod to Smithy’s Essex Origins
In Gavin & Stacey, Smithy’s character, portrayed by actor James Corden, is known for his love of food, particularly his massive Indian takeaway orders. The OOH campaign takes inspiration from a scene in which Smithy places an extensive order, which he insists on eating alone in his car rather than sharing with his friends. The creative placements throughout Essex include a humorous tribute to Smithy’s iconic curry, featuring a billboard display that reads:
“1x Chicken bhuna, 1x Lamb bhuna, 1x Prawn bhuna, 1x Mushroom rice, 1x Bag of chips, 1x Keema naan, 9x Poppadoms, 1x Saag Alloo.”
This playful homage to the show’s well-known scene is strategically placed in high-traffic areas of Billericay, Smithy’s fictional hometown, ensuring maximum visibility. The campaign will feature on 48-sheet and 6-sheet billboards, capturing the attention of passersby with its bold, comedic approach.
A Humorous Twist with a Personal Touch
The campaign injects humor into its advertising with a cheeky touch that fans of Gavin & Stacey will instantly recognize. Alongside the curry order, the creative includes a lighthearted note to the delivery driver, reminiscent of Smithy’s antics in the show. The message reads:
“Please deliver to the blue car out front. Tidy.”
This playful reference humorously recreates the moment when Smithy refuses to share his meal, opting instead to eat his takeaway in the privacy of his car. It’s a delightful way to bring the beloved character's personality to life through a simple yet effective message. This clever blend of humor and nostalgia makes the campaign highly relatable to fans and adds a layer of authenticity to the outdoor advertising effort.
Creative Vision Behind the Campaign
The creative team behind this campaign, Flora German and Shivani Patel from Pablo, skillfully captured the essence of Gavin & Stacey while showcasing Deliveroo’s offerings in a fun, lighthearted way. The combination of iconic references from the show with Deliveroo’s reliable delivery service creates an engaging marketing message that resonates with both Gavin & Stacey fans and the broader audience of food delivery users.
The media planning and buying for the campaign were handled by Initiative, ensuring that the billboards are placed in key locations where Essex residents and fans of the show are likely to encounter them. The campaign is designed to run through to the end of the year, keeping the buzz alive long after the series finale airs.
A Christmas Bundle to Amplify the Fun
In addition to the OOH campaign, Deliveroo has taken the celebration even further by introducing a special Christmas bundle. This exclusive offer, available only through the Deliveroo platform, allows customers to enjoy a curated selection from Brentwood Spice, an Indian takeaway restaurant from Smithy’s hometown in Essex. This exclusive bundle gives fans the opportunity to recreate Smithy’s famous curry order in real life, adding an extra layer of fun to the campaign.
Fans of Gavin & Stacey can now order Smithy’s iconic curry, complete with all the dishes he loves, straight to their doorsteps. It’s a perfect way to enjoy a piece of Gavin & Stacey magic while indulging in a delicious meal from one of Essex’s top Indian takeaways.
The Impact of Humor in Out-of-Home Advertising
This playful OOH campaign from Deliveroo demonstrates the power of humor and nostalgia in advertising. By tapping into a widely recognized cultural reference from Gavin & Stacey, the brand creates a memorable campaign that stands out in the crowded space of food delivery marketing. The creative makes a connection with viewers by combining humor, familiarity, and relevance, making it not just an ad but an experience that fans can enjoy.
OOH advertising is often seen as a powerful way to engage consumers in the real world, and Deliveroo’s campaign takes full advantage of this by integrating cultural moments into its marketing. With its quirky and relatable messaging, the campaign successfully grabs attention, sparks conversations, and reminds customers of the brand's fun and approachable nature.
A Tribute to a Beloved Show
As Gavin & Stacey closes its chapter with the airing of the final episode, Deliveroo’s OOH campaign acts as a tribute to the show’s enduring popularity. By focusing on one of its most iconic characters, Smithy, and his famous curry order, Deliveroo creates a connection that feels both personal and nostalgic. The campaign not only celebrates the cultural significance of Gavin & Stacey but also ties it back to the everyday enjoyment of food delivery—something that brings people together, just like the characters on the show.
Conclusion
Deliveroo’s out-of-home campaign, inspired by Smithy’s iconic curry order from Gavin & Stacey, is a delightful blend of humor, nostalgia, and creative advertising. It brings a touch of Essex charm to the streets while giving fans of the show a chance to relive one of its most memorable moments. Whether you're a Gavin & Stacey enthusiast or simply a food lover, this campaign offers something for everyone—and a reminder that great food is always worth celebrating.
Through its playful OOH advertising, Deliveroo not only celebrates a beloved cultural moment but also elevates the food delivery experience, turning it into a celebration of both the show and the brand’s connection to the community. The special Christmas bundle ensures that the fun continues, letting fans indulge in Smithy’s iconic curry order just in time for the holiday season.
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