Petvertising
Deliveroo
Overview
Deliveroo has launched a playful out-of-home (OOH) stunt that reimagines traditional advertising, by speaking directly to pets to reach their humans.
The food delivery platform’s first-ever interactive animal campaign, “Petvertising,” developed in partnership with TBWA\RAAD, is tailored to furry, feathered, and even squeaky companions.
In an unconventional activation, the brand took over pet-friendly parks across Dubai, transforming everyday billboards into attention-grabbing displays designed specifically for different animals: dog-height “woof woof” posters, cat-level “meow” messages, tree-high chirping signs for birds, and even tiny squeaky boards for hamsters. Each billboard was fitted with motion and sound sensors that activated as pets passed by, playing animal-specific sounds to capture their attention.
Once engaged, pet owners were invited to “scan to answer their bark, meow, chirp, or squeak” via a QR code, connecting them directly to Deliveroo’s in-app pet store, where they could browse a curated selection of food, treats, toys, grooming products, and more.
By letting pets advertise back, “Petvertising” blends humour, tech-driven creativity, and emotions to create an unexpected, multisensory experience that stands out.
