Grocery delivery service Getir is the first in the space to release a TV brand campaign as it vies for dominance over the launch of Deliveroo’s rapid service ‘Deliveroo Hop’.
Getir’s first brand campaign ‘You’ve got it’ replaces its previous slogan of ‘Groceries in minutes’ as it looks to set itself apart from Deliveroo’s competitive promise of groceries ‘in as little as 10 minutes’.
Since launching in the UK in January, Getir has completed 1m grocery deliveries across London, Birmingham, Manchester, Brighton, Cardiff, Liverpool, Bristol, Southampton and Portsmouth, and expects to expand its operations to cover up to 15 UK cities by the end of 2021.
Deliveroo Hop launched last week in coalition with Morrisons, and is the first time the brand has used its ‘dark store’ to promise rapid delivery service. Currently, standard grocery delivery service takes up to 10% of Deliveroo’s UK revenues.
However, as the space continues to grow, so does competition between the apps as customers pick and choose over interface and prices – which are often heavily discounted as part of the appeal.
Other brands in the space including Zapp, Weezy, Dija and Gorillas all expanded exponentially in the face of nationwide lockdowns and subsequent shopping anxieties as a result of the Covid-19 pandemic.
However, as the market for rapid groceries expands, so will scrutiny over the treatment of delivery couriers. German contender Gorillas recently faced protests from its riders in Berlin over pay and equipment, while Deliveroo itself has faced scrutiny from its own riders – UK-based couriers participated in a nationwide strike against treatment by the food delivery company back in April.
Getir hopes that by launching its series of peak-night spots, as well as an integrated 360° campaign, it will reach millions of existing and potential customers who wish to utilize the service for last-minute, forgotten items.
Nic Casby, head of marketing at Getir UK, said: “2021 has been a whirlwind year for Getir in the UK and we’re excited to mark a new chapter for the brand with the launch of the ‘you’ve got it’ campaign.
“Delivering joy and speed is at the heart of everything we do, and this new creative approach expresses Getir’s promise to deliver high-quality groceries for our customer’s wants and needs, seven days a week.”
You can view the ad in full below.