Lieferando Stops Showing You the Food — and Bets Its Next 20 Years on 'the Moment'
Updated: 6 days ago
Lieferando has dropped food shots for a new global brand platform, 'Bleib einfach im Moment' ('Just stay in the moment'), selling the feeling of staying present rather than the meal itself — a platform its marketing chief calls one for 'the next 20 years'.
A food-delivery brand that hides the food
Lieferando (part of Just Eat Takeaway) has launched a new global brand platform in Germany, 'Bleib einfach im Moment' — 'Just stay in the moment' — replacing its long-running 'Hör ich da Lieferando?'. It is also rolling out in the UK and the Netherlands.
The counter-intuitive move is that it barely shows the food. Instead, the work depicts everyday life — a parent feeding a baby, friends watching a film — positioning delivery as a way to buy back time, not just a meal.
Selling time, not product
This is a classic category-leader move: stop selling the product and start selling what the product gives you. Lieferando is betting that its real value isn't convenience or choice, but the freedom to stay present in moments that matter.
The insight is backed by data. A Censuswide survey of 6,000 people found 81% want more undisturbed time for pleasant moments, and 72% say on-demand delivery gives them more freedom. The platform turns a functional service into an emotional promise.
A platform built to last
The creative is substantial: eight short films directed by Michael Spiccia, 11 social clips and six out-of-home motifs, with media by EssenceMediacom, PR by fischerAppelt and social by Mawave, created by VCCP. It runs across connected TV, digital, social and PR.
Global marketing chief Ralph Rijks called it a platform 'for the next 20 years'. That ambition is the real story — Lieferando isn't making an ad, it is setting a long-term brand strategy that every future campaign can hang off.
What businesses should take from it
Ask what your product actually delivers at the emotional level. People don't want a takeaway; they want an evening uninterrupted. The brands that own a feeling, not a feature, are far harder for competitors to copy.
Marketing Minute's take: a durable brand platform is worth more than a clever one-off. Lieferando has traded short-term appetite appeal for a long-term emotional territory — and in a brutally competitive delivery market, owning 'the moment' may prove more defensible than owning the best photo of a burger.
Quick FAQ
What is Lieferando's new brand platform?
'Bleib einfach im Moment' ('Just stay in the moment'), a global platform by VCCP that sells the feeling of staying present rather than showing the food, launched in Germany, the UK and the Netherlands.
Why doesn't it show food?
Lieferando is positioning delivery as a way to buy back time and stay present, selling an emotional benefit rather than the product itself.
What data supports it?
A Censuswide survey of 6,000 people found 81% want more undisturbed time and 72% say on-demand delivery gives them more freedom.
Lieferando stopped selling the burger and started selling the uninterrupted evening — that's the mark of a confident category leader. Owning a feeling is far harder to copy than owning a product shot. The 'next 20 years' framing is the real lesson: build a platform, not an ad. — Daniel Nikolla, Founder of Merx Marketing
Own a feeling, not a feature — it's the hardest thing for rivals to copy.
What emotional outcome does your product really deliver, beneath the obvious one?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, W&V, Meedia.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
