Maya Jama X Deliveroo Official Celebrity Brand Campaign
Case Study

The Brief

Deliveroo launched a campaign titled "Full Life", which leverages Deliveroo's extensive network of riders, grocers, restaurants and customers to tackle food insecurity in local communities. The campaign is committed to providing four million meals globally in the coming year, with efforts focused on addressing critical food needs. Deliveroo is working tirelessly to enhance its fundraising initiatives, supporting essential services run by charity partners. Through the Full Life campaign, Deliveroo aims to make a tangible, positive impact on food security worldwide - and they were on the hunt to source the perfect celebrity to promote their goodwill.  

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Deliveroo Official Logo
Deliveroo Logo
Maya Jama Official Celebrity Brand Ambassador

The Delivery

We partnered Maya Jama with Deliveroo for their Full Life campaign, with Maya fronting the focus on food poverty in the UK. In addition to Deliveroo, Maya also worked with brands such as Pret-A-Manger, Waitrose and the Co-Op to distribute surplus food to charities. Such charities included The Felix Project, FareShare and The Pret Foundation, all ensuring that vulnerable people receive meals. In particular, The Felix Project made the pledge to deliver food to over 900 organisations, encompassing everything from local food banks to schools. 

Maya Jama who personally understand the importance of community support, visited Deliveroo's Enfield depot to assist with sorting and delivering food. She then went on to deliver the food to St Peter's Church in Grange Park, to their food bank. Maya leveraged her prominence and platform to highlight the urgent issues of food poverty in the UK. 

The Outcome

Deliveroo’s Full Life campaign achieved impressive engagement and visibility, generating over 5 million social media impressions. The impact of the campaign with Maya Jama underscores the widespread support for tackling food insecurity, with media coverage further amplifying the reach of the campaign – with over 50 press articles published. Additionally, Maya’s YouTube video for Deliveroo was watched over 2000 times. By leveraging both traditional and digital media, Deliveroo successfully communicated the importance of food redistribution and community support.

Deliveroo continues with their Full Life campaign to this day, engaging new celebrities to help them in the promotion of their initiative for food insecurity. Such celebrities have included Kojo Anim, Georgia Toffolo, Vogue Williams and Riyadh Khalaf.

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