‘Curating a Range of Joy’: A full-funnel campaign with Deliveroo, Sky and Publicis Next

Deliveroo Media, one of seven Commerce Media Networks powered by SMG, pairs at-home dining experiences with global brands for campaigns that capture audience attention and showcase brand value. 

Deliveroo Media recently partnered with Sky, a leader in high-quality, original entertainment, and Publicis Next for their “Curating a Range of Joy” campaign. 

By pairing great food with great entertainment for an audience that enjoys staying in, the campaign positioned Sky as a curator of joyful moments at home. 

The goal of the campaign was to drive meaningful consideration among audiences who were open to switching or upgrading their entertainment provider. Beyond brand impact, the campaign results are a testament to the power of retail media in a quick-commerce setting. 

RETAIL MEDIA STRATEGY

Through a combination of high-attention placements, the full-funnel campaign was designed specifically to span awareness, consideration, and intent.

“We created a seamless experience extending from screen to doorstep,” said Elizabeth Gunning, Senior Agency Executive at Deliveroo. “By tapping into the ‘staying in’ occasion, we were able to connect entertainment and food in a way that felt genuinely relevant rather than intrusive.”

• Homepage banners introduced Sky during browsing moments, providing early exposure and capturing attention at the start of the consumer journey. 
• The order tracker screen, one of the app’s most viewed pages, maintained consistency, supported frequency, and reinforced brand storytelling through stills and video from Sky’s entertainment catalogue. The creative drove engagement during wait times, with peak views in the evening, aligning with a night of food and entertainment at home.
• 80,000 exclusive branded delivery bags, a Deliveroo Media First, provided in-home impact by uniquely extending the campaign beyond the app. By creating a physical moment at the point of consumption,  Sky was positioned as the provider of choice.

Together, these touchpoints integrated brand storytelling naturally into the Deliveroo experience.

MEANINGFUL MEASUREMENT

With 4.2 million total impressions, the campaign shifted perception. The campaign strategy included a GWI Brand Lift Study that surveyed monthly Deliveroo users before and after the campaign. 

While Sky already had strong brand awareness, the campaign had incredible results: 

• A 27% uplift in customers viewing Sky as a leader in “high quality, original content”. 
• A 13% increase in customers agreeing that Sky offers a wide range of content.
• 7%  rise in customers’ likelihood to consider switching to Sky.

“This campaign is a great example of how we bring together insight, media, and creativity to deliver both strong engagement and meaningful brand impact,” Gunning said. 

Deliveroo Media leveraged q-commerce as a brand-building channel by demonstrating innovative use of retail media across the consumer journey, resulting in the “Curating a Range of Joy” campaign’s nominations for Full-Funnel Campaign of the Year and Creative in Retail Media at the 2026 Retail Media X Awards.