Deliveroo and heaven Put Neighbourhood 'Gems' to a Public Vote for a Third Year
Updated: 6 days ago
TL;DR: Deliveroo and agency heaven have launched the third edition of 'Pepites du Quartier', inviting the public to vote for favourite local restaurants.
Let the neighbourhood pick the winners
Agency heaven is orchestrating the third annual edition of Deliveroo's 'Pepites du Quartier' ('neighbourhood gems'), built on the insight that 'behind each order hides a moment of life', according to L'ADN and CB News.
The programme recognises 30 winning restaurants across six French regions and five lifestyle categories, chosen with the public's help rather than handed down by a panel alone.
A campaign built to be shared
The creative is engineered for participation and reach: street vox-pops, a social carousel guessing game and a 'T'as commande chez BIIP?' ('Did you order from BIIP?') series.
Five creators bring humour across a multi-channel mix of social, influence and traditional media, keeping the campaign credible with younger users rather than purely promotional.
Marketing Minute's read
Platform brands increasingly build loyalty through community participation and local-business affiliation rather than discounts. A vote is the clever mechanic here: it turns partner restaurants and their followers into an acquisition engine, because every nominated venue rallies its own regulars to take part.
What to borrow
Adopt a 'nominate your local favourite' mechanic for earned reach and genuine merchant goodwill. Keep creators involved so the whole thing stays credible with younger audiences, and lean on the pride people feel in their own neighbourhood - it is cheaper and stickier than any price promotion.
Quick FAQ
What is Deliveroo's 'Pepites du Quartier'?
It is Deliveroo's annual campaign, run with agency heaven, that invites the public to vote for favourite local restaurants, recognising 30 winners across six French regions and five categories.
How does 'Pepites du Quartier' promote local restaurants?
Through a public vote, street vox-pops, a social guessing game and creator-led content, turning partner restaurants and their fans into part of the campaign.
Letting customers crown local winners turns your partners and their fans into your marketing team. A vote is cheap to run and expensive to beat, because every nominated restaurant rallies its own regulars. Deliveroo is buying loyalty and reach with community pride instead of discounts, which is a far stickier currency. - Daniel Nikolla, Founder of Merx Marketing
Use a public vote to turn partners and their fans into your acquisition engine; community pride earns more loyalty than discounting ever will.
Would 'nominate your local favourite' work for your brand's partners the way it does for Deliveroo?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: L'ADN, CB News.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
