Whatever London Wants

How we took on the grocery giants

Business Strategy Creative Strategy TV & DRTV Digital Press & Outdoor Radio – Branding – Experiential – Performance – Product – Cultural Activation




The Problem

Gorillas delivered groceries to your door in a matter of minutes, spanning most of the major cities across the UK, Spain, Germany and Netherlands.

The issue? Gorillas were the fifth brand to form in this sector, and the last to do any ATL across Europe’s major cities.

The task? To take on sector giants by making Gorillas the go-to app for speedy grocery delivery.


The Or

Introducing ‘Whatever London Wants’.

We used a combination of behavioural science together with in-depth data understanding, to create an innuendo-laden campaign. ‘Whatever London Wants’ was built on a year’s worth of data collated from the brand’s eight million products delivered in London.

From lemons to bananas, we married the rich data with slang coined on London streets to produce a cheeky TV ad, alongside OOH, radio, digital, print and social.


What Happened Next

Gorillas became London’s second most-used grocery delivery app, with usage up by 8%. The campaign was also adapted for ten other major cities across the US, Spain, France and Germany.