Last November, we had the opportunity to support our friends at Deliveroo with the launch of the ‘Deliveroo 100’ report – think inside scoop on the country’s food delivery data, make it extra juicy and add a touch of spice bag seasoning…

The order.

The Deliveroo 100 is an annual report that charts the most popular and fastest-rising delivery trends across Ireland and nine other countries, using data from the orders of millions of Deliveroo’s hungry customers. Here were some insights we could really sink our teeth into!

Having worked on many exciting campaigns with Deliveroo in the past, we had a strong grasp of what was needed to succeed – we knew we needed to shout about all of the lovely restaurant partners who had made the list, and highlight the top trending Irish dishes that made it big on the global leaderboard.

Our main goal was to secure press and social coverage for the report across national media, as well as regionally where the top trending restaurants were located – namely Dublin, Cork, Galway, Limerick and Belfast. 

The approach.

Armed with intel, we got to work crafting regionalised stories that would appeal to our chosen outlets.

Inspired (and in no way influenced by our shared love of a certain Britpop duo), we also pulled delivery data from some of 2025’s biggest cultural moments, including Oasis’ Dublin concerts and the All-Ireland Final. How might these events have influenced the nation’s appetite? (Spoiler, Xi’an spice bags were the post-event meal of many.)

We then strategically curated our media list to target key journalists in consumer publications and local news, amending our pitching tactics throughout the campaign to keep things interesting.

Included in our materials were some mouth-watering photos of the trending dishes. 

Results, delivered.

After pitching the story to our selected contacts, the media did in fact bite. We sourced soundbites, arranged interviews and chased leads like the true foodie fiends we are. 

The stats on this one speak for themselves…

We achieved 31 pieces of coverage in total –  6 print, 4 broadcast, 18 online, and 3 social pieces, with a total reach figure of 77.2+ million from across the island of Ireland. Some of these included established titles like RTÉ, LadBible Ireland, the Irish Independent and even a mention in The Irish Times. 

Our success in garnering such positive and far-reaching coverage highlighted the genuine consumer interest in the story, and regional pride in having restaurants and dishes listed on the Deliveroo 100 report.

Our main takeaways (pun intended).

Results and tactics aside, after a campaign, it’s always important for us to decipher – what exactly did we learn?

Lifestyle and consumer stories can be tricky, and without a strong newsworthy angle, coverage can often be difficult to achieve. 

We found our Oasis and All Ireland Final information added real value to the release, and proved popular as a hook with journalists and the publications we targeted. It acted as an additional “Irish” pull to the story whilst emphasising Deliveroo’s presence in both local and global markets.

Regionalising our materials was definitely an essential move. After all, why should people care about a detailed list of popular restaurants and food orders with no context? However, a burger made in Cork ranks among the best in the world? Now that’s a tasty story for Cork Beo…

When working with such a dynamic story as this, it’s also important not to make any assumptions. Above all, listen to your journalistic contacts. Just because a story is food-centric in nature, does not mean food trade publications are guaranteed to carry the story. Existing media partnerships are also important to consider when it comes to consumer-focused clients.

Much like Ross from Friends, our team loves a good PIVOT – following feedback on this campaign, we’re eager to try crafting a Deliveroo story more tailored to hospitality or business publications in the future. 

Finally, as with all of our campaigns, the importance of visuals cannot be overstated. The Deliveroo 100 story benefited from striking, high quality photography for each restaurant’s dish. Click-worthy, print-worthy and absolutely delicious.

That’s a wrap.

At Clearbox, we have a very strong appetite for interesting, data-based stories that enable us to create fresh, compelling content for the media, and this project made us hungry for more…

If you’re looking for novel ways to get your brand message out there, or simply want to make some noise about something good – get in touch! 

We’re the same people who helped launch Ireland’s first Burrito ATM after all…(for more on this click here).