Celebrating history and strengthening ties with the city

On the occasion of its 10th anniversary in Milan, the city where Deliveroo began its journey in Italy, the brand wanted to celebrate this milestone in an authentic and memorable way. The challenge was threefold:

1. Pay tribute to Milan as the starting point, strengthening ties with the local community.

2. Transform an iconic product (the pizza plate) into a collector’s item.

3. Actively engage customers in a campaign that went beyond promotion.

A Limited Edition that tells the story of the city

A high-impact multi-artist project, in which Yoonik managed the artistic direction and coordinated 10 Milanese talents from its roster. The central concept, “Birthdays are better when shared”, was translated into:

• Strategic scouting: selection of 10 Milanese artists with different styles to ensure a rich and varied representation of the city.

• Artistic product: each artist created a unique illustration, designed for a limited edition collection of 10 pizza plates. Each design paid homage to Milan and moments of life linked to delivery.

• Marketing activation: the plates were distributed as an exclusive gift to customers who ordered from selected pizzerias in Milan, transforming the purchase into a collector’s experience.

The illustrations captured the essence of intimate and shared moments (picnics under the stars, lunch breaks in the city centre, comforting dinners at home), elevating delivery to a gesture of care and pleasure.

The collection of illustrated plates enabled Deliveroo to achieve significant results in terms of brand love and connection with the community: the collaboration with 10 local artists elevated an everyday object (the plate) to a collector’s item with strong emotional value linked to the city and the brand.

This promotional activation, based on the free plate, generated excellent consumer engagement and encouraged orders from partner restaurants, acting as a powerful lever for loyalty.

Finally, by celebrating its 10th anniversary through the voices and sincere gaze of the artists, the project consolidated Deliveroo’s positioning as an authentic brand deeply integrated into the cultural fabric of Milan.