Context – market
The food delivery category is united by convenience but divided by choice.
Everyone delivers. Everyone offers variety. But no brand talks about how different tastes create emotional tension and connection.
The table is no longer just a place to eat it's where preferences, identities, and values clash and coexist.
While the market focuses on personalization, no one is celebrating the beautiful chaos of shared meals and conflicting cravings.
Context – audience
Millennials grew up with family dinners and social etiquette: you eat what’s served, don’t make a fuss, go with the group. Disagreements over food were swept under the rug.
Gen Z, on the other hand, is loud and proud about what they eat or won’t eat.
From gluten-free to garlic-maxed, they order like their taste defines them because it does.
But that pride can turn into friction: the vegan vs. the carnivore, the spice addict vs. the mild loyalist.Taste has become a source of identity. And identity sparks debate.
Yet even in disagreement, they still gather. Still eat together. Still want to connect.
Food doesn’t have to match for people to share a table.
The nice to have propulsion start
Scene Flow (TV Show - „Chefi la cuțite”)
1. Cold Open — On-Air Debate
The three chefs are in a heated argument.
Not about who’s plating better but over a totally personal, divisive food topic:
“Paste cu smântână sau fără?”
“Burgerii se mănâncă cu cuțit și furculiță sau cu mâna?”
“Cartofi prăjiți în salată boeuf - crimă sau inovație?”
The tension rises. Their knives are literally and figuratively out.
2. Host Intervention (with comedic timing)
The host walks in, pauses dramatically, and says:
“Stop un pic. Am fix ce va trebuie”
(Stop for a bit. I’ve got just the thing)
She signals. A Glovo courier enters. He is elegant and cool.
He places a Glovo delivery bag on the counter and opens it.
3. The Twist
Inside: 3 plated dishes all different.
Each tailored to the chefs’ tastes. A peace treaty of flavor.
The courier hands over a sleek branded fork to each of them, and says:
“Dacă tot sunt cuțitele pe masă, e momentul să aducem și furculițele. Mâncarea voastră e aici. Gusturi diferite, dar aceeași masă.”
(“If the knives are already out, it’s time we bring the forks too. Your food’s here. Different tastes, same table.”)
They smirk. Sit. Eat. Still disagree but enjoy it together.
Live or recorded skits with pairs of influencers. They will have things to debate – and they’ll do it over dinner.
Different formats: like debating about food tastes. Or ordering Glovo and blind fold recognizing the dishes. Or debating if an order that the other one made is great or terrible. Either way the audiences are involved in voting and contributing through comments and polls.
Snackable content extracted from the content (either as a funny long tail, or a teasing preview.
Taste Debates live Channel:
TikTok LIVE + CTA download app (link in bio) The couple debates their top food choices: pizza vs. sushi, spicy vs. sweet, local vs. global, etc.
Audience votes in real-time (polls, comments). Loser has to order the winner’s choice on Glovo and do a silly challenge (e.g., wear a funny costume, say something nice about pineapple on pizza). Great way to activate Glovo promo codes or live discounts. Influencers: Yoyo & Valentin Popescu
Order Roulette Channel:
YouTube LIVE + CTA download app (link in bio) They gather for a live and during it the Glovo order arrives, they take turns blindly picking from each other’s Glovo favorites.
Reactions, debates, maybe a bit of disgust ("You like that?!"), then bonding over trying new things. Builds real-time engagement. Influencers: Tedereu & iSilent
Taste Tests with a twist Channel:
TikTok LIVE + CTA download app (link in bio) They receive Glovo orders without knowing what the other picked.
Blindfold test, rate each item, debate if the other's taste is valid or terrible. Bonus: Let viewers suggest combos in chat. Influencers: YNY Sebi & Georgescu
Pillars of content for amplification of our main message:
Split-screen debate format
Format:
TikTok + CTA download app (link in bio) Inspired by the “hot takes” trend.
Ex: Her: “Croissants are better than covrigi.” Him: “Covrigi are the backbone of this nation.” Glovo delivers both sides. “Can’t agree? Order both.” Influencers: Theo Zeciu & Cesima
A day of conflicting cravings Format:
TikTok + CTA download app (link in bio) Each girl documents her cravings over the day (one wants shawarma, the other one wants vegan bowls).They fight via texts (funny ones). “Different tastes. Same delivery.” Influencers: Amy Claire & Maria Zvinca
Red Flags vs. Green Flags
Format:
Taste Edition Format: TikTok + CTA download app (link in bio) Use this popular trend where one calls the other out: "Red flag: he dips fries in ice cream.“ "Green flag: the other one knows the best sushi in Bucharest.“ Influencers: Alex Delea & Paul Miclaus
MACRO INFLUENCERS
Main Platforms: TikTok | Audience Size: 500K & 200K | ER: 8% & 2% | Passion Point: Entertainment, Lifestyle, Beauty
MEGA INFLUENCERS
Main Platforms: TikTok | Audience Size: 1.5M & 950K | ER: 11% & 10% | Passion Point: Entertainment, Lifestyle
MACRO INFLUENCERS
Main Platforms: TikTok | Audience Size: 435K & 324K | ER: 10% & 12% | Passion Point: Entertainment
Concept: Glovo launches special, curated "Split Decision" menus, inspired by the divisive but delicious debates sparked by the Chefs' arguments. Each menu comes in two variants, representing opposing culinary opinions:
Team Fork: Elegant, elevated, or delicate dishes to be savored with utensils.
Team Hands: Informal, indulgent, finger-friendly comfort food.
Users can order their preferred version or a half-and-half combo for friendly "battles," embracing the concept: "Different Tastes. Same Table."
Example: Burger Battle: Gourmet knife-and-fork burger vs. Street-style smash burger.
The Great Zacuscă War October (Preserving Season) Zacuscă is deeply traditional, with fierce opinions on texture, ingredients, spice.
Glovo together with a retail brand creates two opposing influencer-endorsed Zacuscă jars delivered exclusively via Glovo during October.
Social hook: Vote via Glovo orders or polls: Smooth Zacuscă or Chunky Zacuscă. Whose side are you on?
Romanians traditionally gift sweets and small treats for Moș Nicolae (December 6).
Glovo invites you to not forget about the ones that are not keen on sweet, one sweet, one savory.
Social hook: "Are you team Dulce (sweet) or team Sărat (salty)?"
No dish sparks more holiday controversy than sarmale (pork & cabbage) vs. modern (vegan & vine leaves).
Glovo invites you this Christas to bring something new to the table. Will the sarmale be the favorit dish?
Social media activation: Influencers and users share holiday dinner table debates, using dedicated hashtags ans showing what unexpected dish they orderd.
CTA: "Did the sarmale wins at your table? Look what I've ordered from Glovo to disrupt the family dinner."
The nice to have long tail or How we walk the talk
We tap into the deepest rivalry in Romanian football FCSB vs. Dinamo and transform it from a battlefield into a banquet table.
By becoming an official food delivery partner of both clubs, Glovo proves one delicious truth:
You don’t have to agree on the team, or the taste. You just have to show up hungry.
Glovo becomes the first brand to actively support both sides of the fiercest rivalry in Romanian football, not as a neutral party but as a unifier through a common denominator - food.
It brings to life the core idea of:
Taste is personal. But food brings us together.
Beside gaining attention and endorsement from the 2 most loved football clubs in Romania,Glovo can rotate the partnership slots on their shirts to host real-time, goal-based brand activations for other delivery partners.
This maximizes visibility and interactivity during non-derby games while driving tangible value for restaurant partners and users.
Also it can become a new business pipeline where the cost of the overall partnership can be lower than the income generated by the different partner activations.
Mechanics Example:
Live Match Mechanic: - “The more they score, the more you save.”
Every goal scored by the team during a game = 5% off your order from a featured restaurant on Glovo for the next 2h.
Custom Bundles: Glovo creates “Match Day Menus” featuring food from the team’s neighborhood or favorite player picks.
“The Captain’s Burger” for FCSB, “Dinamo Defender’s Wrap”
Live QR Codes in Stadium and Broadcast:Dynamic QR codes update on screens as the score changes. Scan & unlock discounts instantly on Glovo and have some food waiting for you at home.
THE DERBY
1. Dual Club Sponsorship
Glovo signs sponsorship/activation partnerships with both Dinamo & FCSB. Logos on LED banners Sponsored lounges or VIP seating corners at games ("Glovo Taste Zone") Activation spaces in stadiums for game-day experiences.
2. Derby Week
At the FCSB - Dinamo derby, we create: A giant split banquet table with famous fans from each team. Everyone eating together but each side enjoying their own Glovo-curated taste. Live influencer coverage, humorous taste debates, split meals on camera.
3. Limited Edition “Rival Boxes” in Glovo App
Special Glovo food boxes curated for: FCSB Fans: spicy, bold, fiery (hot wings, burgers, fries) Dinamo Fans: cool, fresh, steady (wraps, bowls, salads) Or… mix both in a “Taste Clash” box: one half from each side.
4. Influencer Content Battles
Micro & macro influencers pick a side and film: POV Reels: “I’m Team Dinamo but my best friend orders like a FCSB fan” Fun quizzes: “Guess the team from their Glovo order” React videos on “taste wars” and how they end at one table.
