VCCP Singapore and Deliveroo win Gold at The Drum Awards

As part of The Drum Awards for Marketing APAC 2025, VCCP Singapore has proudly taken home a win in the Disruption category for its bold, culturally resonant campaign with Deliveroo. In a crowded and overcomplicated food delivery market, this campaign proved that simplicity can still cut through.

“No Need To Think”: A rallying cry for Singapore’s stressed-out public

In Singapore, food delivery is a daily ritual. But with rising decision fatigue, inflated “free” delivery claims, and gamified discounts demanding mental gymnastics, consumers were worn out. While competitors raised the volume, Deliveroo made a smarter move by turning simplicity into a competitive advantage.

Instead of joining the crowd with cryptic promotions, Deliveroo launched a flat $1 delivery fee. No surge pricing. No minimum spend. Just honest value and less stress.

True to VCCP’s philosophy of finding strategy in culture, the campaign launched during PSLE season, a notoriously intense period for Singaporean families. At a time when stress levels peak and brain space is scarce, the message landed clearly: “No Need To Think.”

Unexpected simplicity in a complicated category

With a campaign line grounded in relatable, everyday pressure, Deliveroo was positioned as the brand that didn’t demand more from people. It gave them a break. Whether overwhelmed at work or navigating exam chaos at home, Deliveroo made dinner an easy decision.

The creative tapped into moments of exaggerated local stress using cheeky humour and cultural insight. It was rolled out across digital platforms and out-of-home placements across the island. The aim wasn’t just to disrupt. It was to redefine what food delivery could feel like.

Results that spoke for themselves

The campaign ran at a time when public conversation around transparency in food delivery was gaining momentum, following increased scrutiny of marketing claims across the industry.

By offering clear, honest value and speaking to the cultural moment, the campaign helped rebuild trust and reconnect Singaporeans with the joy of food, without the mental maths.