Whistl’s Relish sign exclusive delivery deal with Deliveroo

Relish, the FMCG product sampling specialist has signed an agency-exclusive delivery deal with Deliveroo that will transform in-home sampling opportunities for FMCG brands and media planners. 

Through the agreement, brands will be able to send difficult-to-handle samples, such as chilled, alcohol, full-size, and short-dated products alongside Deliveroo deliveries direct to consumers.

The agreement between Relish and Deliveroo simplifies the supply chain for sample advertisers, they can deliver to one address and Relish will deliver directly to the Deliveroo sites which will fulfil alongside the customers’ orders.

Alcohol brands, for example, using the new marketing channel benefit from the age gating process used by Deliveroo simplifying the process of getting their items to consumers. If agencies want access to digital in-app assets, this can also be facilitated.

The new channel could have a transformative effect on the way FMCG brands interact with customers by timing deliveries to coincide with the Deliveroo sponsorship of Saturday Night Takeaway or with specific programmes on TV or events such as specific games during the forthcoming Qatar Football World Cup.

Deliveroo demographic is typically aged 18-35 and opens an opportunity to target consumers both within the home or at work.  Relish has trialled the initiative with Deliveroo for customers including PepsiMax, Mikes hard seltzer, Caleno and, Arm & Hammer. 

Initially, the new service will be open to brands targeting households in London, Leeds, Manchester, Nottingham, Bristol, and Brighton offering 300,000 potential sampling opportunities per month.  Due to their relationship with grocery brands, there are opportunities to place alongside food or grocery orders via the Deliveroo Hop service which is open from 08:00 – 00:00.