Context - market
The food delivery industry is trapped in a repetitive conversation: Discounts, speed, convenience.
All brands talk about what they deliver. None talk about why people really choose delivery today.
Embedded Files
Context - audience
Millenials - We live in a culture obsessed with performance - faster, better, more.People often feel the need to justify their simple choices: I order because I don’t have time. I’m tired. I can’t cook. These justifications are not always about reality they’re often about protecting how we’re perceived. No one wants to seem lazy or careless, so we find excuses.
But for Gen Z, things have changed. They no longer feel the pressure to explain.They order because they choose to protect their energy, set boundaries, and prioritize comfort. However, they are often perceived as the lazy generation.
The nice to have propulsion start
Act 1: Oh, The Gossip!
She’s caught entering a fine dining restaurant… in a robe and fuzzy slippers.
Later that week, same influencer, full red-carpet gown, eating at a tiny shawarma place.
Social media erupts: What is she doing? / Fashion meltdown?
Act 2: The Reveal
Reel drops. She speaks:
“I didn’t know my favorite restaurant was on Glovo. And I was in what you’d call “lazy mode”… so I just didn’t change. Then after a photoshoot, I craved shawarma. Same story, stayed in glam. Now I get it.
With Glovo, you do you. “LAZY” - At home. At work. In heels. In slippers.
No effort. No judgment. Just great food. Delivered.
The “Caught on Camera” Setup
We stage her walking in to a restaurant in a robe and gala ready at a street food restaurant - two viral moments with a macro influencer totally under or overdressed, totally unbothered
These are teased as real sightings, triggering conversation and curiosity.
The Reveal
A few days later, the influencer drops the hero Reel.
Influencer Cascade
Other mid-tier influencers join with suport messages and
•How I stay “LAZY” Glovo Reels
•Fashion creators show “Home LAZYlooks” for waiting food
•Foodies launch Glovo Lazy Box taste tests in cozy fits
•Fans can “steal the look” + order the matching Lazy Box. - Street fashion meets food culture meets comfort-core.
We drive:
Cultural relevance by tapping into lifestyle brands
Utility through curated menus by mood
Equity exchange by partnering with designers who bring edge, heritage, and influence
Glovo becomes the connector of how you feel, what you wear, and what you crave, all delivered effortlessly.
From Mood to Menu, from Look to Lunch
From Mood to Menu, from Look to Lunch
We team up with:
A local loungewear or slow fashion brand to create cozy-chic homewear drops
A posh Romanian designer label for ironic “overdressed for shaorma” capsule pieces
Each collection is paired with curated Glovo menus that match the mood. These are featured as “Steal the Look… and the Meal” bundles in the app and across social. You can either buy them or order with the influencer's code and you can win them.
💡 Consumption occasions we tap into:
💡 Consumption occasions we tap into:
The “Office Hunger” Hack
You crave shawarma but your outfit screams quarterly report. No problem: Glovo brings the street flavor to your keyboard.The “Pajamas and Pan-Asian” Night
You're in slippers and silence. But your meal? High-end sushi and miso comfort, no effort required.The “Overdressed, Undercooked” Lunch
After a shoot or gala, you’re still in full glam so order street food with zero shame and full taste.
LAZY IN QUOTES - welcome to my LazyTalk,
A Content Series That Reclaims the Label
Format: A multi-platform storytelling campaign that shows being “lazy” isn’t a flaw — it’s a filtered focus.
Format: A multi-platform storytelling campaign that shows being “lazy” isn’t a flaw — it’s a filtered focus.
YouTube Longform (30–60 min): Conversations between macro creators or real experts (psychologists, sociologists)
Honest, smart, unfiltered talks about lifestyle, burnout, rest, and why “laziness” is misunderstood. In every clip we have:
YouTube Longform (30–60 min): Conversations between macro creators or real experts (psychologists, sociologists)
Honest, smart, unfiltered talks about lifestyle, burnout, rest, and why “laziness” is misunderstood. In every clip we have:
- a moment where they order the secret box from Glovo because they can't decide and they are "Lazy";
- OR codes for you to do the same;
- the delivery and descovery moment;
Integration: Each Glovo order comes with a collectible manifesto letter + QR to the video. Mid-video, talent says: "I didn’t have time to decide what to eat, so I ordered the Glovo Secret Box. I let my laziness pick. It nailed it.”
- TikTok & Reels: Short, snackable versions of the talks + native content from creators with “lazy but winning” POVs. | Activation: “Lazy but…” challenge: Users stitch videos: “Lazy but built a business”, “Lazy but ran a half marathon” etc. Kicked off by macro + micro influencers.
- Deliverables: 4–6 YouTube episodes | Podcast cutdowns: 15–20 TikToks & Reels (macro & micro) | Instagram Stories | Glovo ecosystem: Social Manifesto | QR to episodes | Secret Box menu section
- Why It Works: It shifts the “lazy” narrative from shame to self-awareness aligning Glovo with emotional relevance, smart convenience, and a generation tired of burnout rhetoric.
Think Different Podcast
MEGA INFLUENCER
Main Platform: YouTube
Subscribers: 1.23M, ER: 4,5%
Passion Point: Self-development, Education
Dear Diary Podcast
MACRO INFLUENCER
Main Platforms: YouTube, TikTok
YT: 17K, ER: 4% | TT: 196.4K, ER: 8%
Passion Point: Entertainment, Lifestyle
Streamer
MACRO INFLUENCER
Main Platform: YouTube
Subscribers: 244K, ER: 4%
Passion Point: Entertainment, Education
Selected Influencers & Activation Implementation
Selected Influencers & Activation Implementation
Think Different Podcast | Main Platform: YouTube | ER: 4,5% | Passion Point: Self-development, Education
Think Different Podcast – the podcast where science meets “lazy” It brings depth to the campaign, offering a serious, thought-provoking space. With Radu as host and a sociologist or psychologist as guest, we’ll unpack the psychological and social roots of the “lazy” label on Gen Z, turning stigma into understanding.
What We See:
YouTube episode (1 – 2h)
Pinned comment: “Do you think Gen Z is lazy? YES / NO” – to spark debate in the comments section.
Video cuts with bold, quotable moments posted on YouTube Shorts / TikTok / Reels
The guest shares their lazy order & Radu opens Glovo and orders it on the spot.
Why Radu? Known for his sharp insights and engaging style, he creates conversations that blend depth with relatability, making him the perfect voice to explore the “lazy” label and its real meaning for Gen Z. Results: ER 4%, Est. views 80k/episode
Dear Diary Podcast | Main Platforms: YouTube, TikTok | YT: 17K, ER: 4% | TT: 196.4K, ER: 8% | Passion Point: Entertainment, Lifestyle
Dear Diary Podcast – the podcast of the “lazy” storytellers - A collaboration with Yoyo’s podcast, Dear Diary - a space for real stories about relationships, connections and authentic life experiences where Gen Z feels seen. In this episode, we tackle the “lazy” label placed on Gen Z, inviting popular Gen Z influencers to share their perspectives in a safe, honest, and relatable conversation.
What We See:
YouTube episode (30 min -1h)
Pinned comment: “Do you think Gen Z is lazy? YES / NO” – to spark debate in the comments section.
Video cuts with bold, quotable moments posted on YouTube Shorts / TikTok / Reels
The guest & YOYO opens Glovo and orders the lazy box in order for the conversation not to be interupted.
Why Yoyo?
Host of “Dear Diary”, a podcast Gen Z loves for its honest, relatable conversations. Yoyo creates a safe space for real stories and authentic dialogue, making her the ideal voice to challenge the “lazy” label.
Results: ER 4%, Est. views 40k/episode
Streamer | Main Platform: YouTube | ER: 4% | Passion Point: Entertainment, Education, Lifestyle
Silviu Faiar, a leading Gen Z creator and activist, brings a unique mix of humour and depth to the conversation. Streaming live on Twitch and posting the video later on YouTube, this episode tackles the “lazy” label as both a serious sociological issue and a cultural stereotype, sparking debate, laughter and real talk with the community.
What We See:
Twitch & YouTube episode (1h)
Pinned message: “Do you think Gen Z is lazy? YES / NO” – to spark debate in the comments/livestream section.
Video cuts with bold, quotable moments posted on YouTube Shorts / TikTok / Reels
Live Glovo delivery moment featured. Silviu receives and enjoys his “lazy” Glovo order during the stream
Why Silviu?
Gen Z creator and activist, Silviu is a powerful voice in Romanian social media. Known for blending humour with critical thinking, he engages audiences on cultural and social issues, making him the ideal host to challenge the “lazy” label with wit and insight.
Results: ER 4%, Est. views 200k/episode
Seed it with behavior:
Micro and nano influencers normalize rituals of rest and efficiency.
TikToks, Reels, and Stories show the irony, the truth, and the joy of opting out without apology.
Each moment ends with a food pairing from Glovo, proof that choosing ease doesn’t mean compromising taste.
Here's how micro and nano influencers seed the “Lazy in Quotes” concept through three pillars of content, always closing with a food pairing from Glovo:
1. Day in the Life (Ironic)
1. Day in the Life (Ironic)
of a Lazy Queen/King
of a Lazy Queen/King
Format: TikTok / Reels
What it shows:
Playful, satirical day-in-the-life content where influencers highlight how they’re “lazy” but actually highly optimized.
Examples:
Wake up late, meetings in bed, no makeup, robe on ends with ordering from Glovo.
“Too lazy to cook, too smart to starve.”
Close: “I pair my robe with ramen.” 🍜
2. What They Think It Is
2. What They Think It Is
vs. What It Really Is
vs. What It Really Is
Format: TikTok
What it shows:
Split-screen skits:
Left side = Judgmental POV of “laziness” (e.g., lying in bed scrolling).
Right side = Reality (managing clients, building businesses, freelancing).
Close: “When I don’t have time to decide, I just go with the mystery box on Glovo.”
3. Lazy & Delulu
3. Lazy & Delulu
(Delusional and Proud)
(Delusional and Proud)
Format: POV TikToks, memes, trending audio
What it shows:
Own your cozy chaos. Protect your peace. Romanticize your off-switch.
Examples:
Lip-syncs with “I deserve this rest”
Reframing low-energy days as aesthetic and intentional
Close: “Tonight I paired my fuzzy socks with sushi. Thanks Glovo.”
MEGA INFLUENCER
Main Platform: TikTok
Audience Size: 1.1M, ER: 7%
Passion Point: Entertainment, Lifestyle, Beauty
MEGA INFLUENCER
Main Platform: TikTok
Audience Size: 1M, ER: 10%
Passion Point: Sketch, Lifestyle, Beauty
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 460K, ER: 9,50%
Passion Point: Sketch, Lifestyle
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 900K, ER: 5,50%
Passion Point: Lifestyle
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 460K, ER: 8%
Passion Point: Sketch, Lifestyle
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 200K, ER: 2%
Passion Point: Sketch, Lifestyle, Beauty
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 500K, ER: 8%
Passion Point: Sketch, Lifestyle, Beauty
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 150K, ER: 5%
Passion Point: Entertainment,
Food
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 192K, ER: 7%
Passion Point: Sketch,
Lifestyle
MACRO INFLUENCER
Main Platform: TikTok
Audience Size: 155K, ER: 9%
Passion Point: Entertainment,
Food
Content suggestions
Content suggestions
Personal POVs
Channels: TikTok + CTA download app (link in bio), Reel, Stories
People are labeled lazy, but they optimize their whole day ordering food, rather than cooking it.
Influencers: Miruna Rumina, Ana Petcu, Robert Onofrei
Day in a life (ironic) of a lazy queen/ king
Channels: TikTok + CTA download app (link in bio), Reel, Stories
Perfect for Gen Z/Millennial humor highlighting Glovo as part of an efficient routine
Influencers: Keed, Iuana Teodora, Alex Trif
What they think is it vs/ What it really is
Channels: TikTok + CTA download app (link in bio), Reel, Stories
Left: “What they think lazy looks like” (someone lying in bed all day) Right: “What it really is” (managing 3 jobs, ordering from Glovo to save time)
Influencers: Iustin Chiroiu, Bogdan Teches, Amy Claire, Maria Zvinca
“Lazy, but…” Challenge
Format: TikTok + CTA to join the challenge, Stories
Influencers to generate videos where they invite their communities to join our “Lazy, but…” Challenge to generate UGC. The content will be amplified by the micro armies.
Influencers: All
One of the most exhausting parts of modern life? Choosing.
You open the app, scroll endlessly, second-guess everything.
You don’t know the restaurant, the pics don’t help, and you’re hungry now.
Welcome to analysis paralysis, food edition.
But what if… you didn’t have to decide?
The Lazy featured in your favorite shows is now a box designed for your good kind of lazy.
No decisions. No stress. Just great food, handpicked for people who’ve had enough decisions for one day.
The first taste of The LAZY BOX is delivered to a curated list of paid & earned influencers, KOLs, and selected press (including Romanian chefs).
Inside the box
A printed menu card: Pick your lazy mood
A QR code linking directly to the in-app Lazy Box
One signature dish from a partner restaurant
A cozy ritual item: branded socks, candle
Bold stickers with campaign message
Redefine your “lazy” into a weekly ritual. Discover your Lazy Box now in the Glovo app.
Open Glovo - Tap “The Lazy Box” - Choose your lazy mood - Let go.
No photos, no names, just a good surprise from a trusted partner.
Available moods & menu vibes:
After Party Recharge - Pasta, soup, comfort food
Post-Gym, Don’t Talk - Protein-rich, recovery meals
Dinner & Doomscroll - Snacks, finger food, easy bites
Why it works: Builds trust in Glovo’s premium ecosystem | Unlocks restaurant discovery via low effort, high reward | Adds surprise & delight to a predictable category | Turns “lazy” into an emotional benefit - you deserve rest
🎃 Lazy Halloween
🎃 Lazy Halloween
“No Tricks, Just Treats”
“No Tricks, Just Treats”
Insight: Some nights, even putting on a costume feels like too much.
Activation:
Order-in costume contest: Snap a photo in your laziest costume ever (think bathrobe vampire, couch potato wizard) while waiting for Glovo.
Best “Effortless Costume” wins free treats for a week.
Influencer tie-in: “Too tired to party? I ordered candy, pizza, and horror movies instead.”
Hashtag: #TreatYourLazy
💛 Lazy Acts of Care
💛 Lazy Acts of Care
“Send a Pause”
“Send a Pause”
Insight: The ultimate love language? Feeding someone who’s too busy to feed themselves.
Activation:
Feature: “Send a Pause” button in-app, let users gift a mystery meal to a friend who needs a moment of self-care.
Include a note: “I know you won’t stop. So I sent you this. #LazyInQuotes”
Micro influencers share real moments of burnout and how they cared for a friend via Glovo.
Hashtag: #PauseForLove
🎄 Lazy Christmas
🎄 Lazy Christmas
“Kick Back, Not Burn Out”
“Kick Back, Not Burn Out”
Insight: Holidays = stress. Cooking, cleaning, entertaining. Let’s make rest the new ritual.
Activation:
Graure x Glovo Sneaker Drop: Win exclusive “Lazy Legends” sneakers designed for chill holiday fits.
How to win: Comment your fave Glovo restaurant + #LazyInQuotes
Influencers drop lazy holiday looks: silk pajamas, Graure sneakers, Glovo bag in hand.
“This year I unwrapped sushi and sanity instead of cooking.”
Hashtag: #LazyLegends
The nice to gave long tail or How we walk the talk
Romanians don’t have a good word for that intentional, soulful kind of stillness.
That moment when you lie down on purpose… not because you’re lazy, but because you deserve it.
So let’s invent one. And pair it with food.
A fictional-but-functional campaign that submits and popularizes a new Romanian word for “good lazy.”
Co-created with influencers, communities, Glovo partners and made official via a branded partnership with cugetari.meticuloase.
Partner with cugetari.meticuloase (or a publisher) to create a special campaign landing page where visitors can vote for their favorite word by ordering branded menus, see influencer endorse words, and you can win a lazy meet up with your favorite influencer via Glovo.
Odihnism - Rest-ism Menu
(A lifestyle of purposeful rest; embracing rest as wellness)
Zăceală - Intentional Lying Down Menu
(Not lazy, but choosing to relax deeply like flopping with dignity)
Staișor - Coziepause Menu
(A cute, affectionate word for lounging softly; the small art of doing nothing)
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