Deliveroo Unleashes “Petvertising” in Dubai: Outdoor Ads Go to the Dogs (and Cats)

In a city known for pushing the creative envelope, Deliveroo UAE has taken outdoor advertising to a whole new level—this time, by targeting not just people, but their pets too. Enter “Petvertising”, a playful and attention-grabbing OOH campaign that places interactive billboards at pet-eye level in Dubai’s popular parks.

Not Your Average Billboard

While most outdoor ads fight for human attention, Deliveroo’s new campaign turns heads of the furry and feathered variety. Specially designed billboards have been set up at the eye-level of dogs, cats, birds, and even hamsters. From “woof woof” messages to “meow” calls and chirping audio, the boards are a multisensory experience that pets can actually interact with.

Each installation is fitted with motion and sound sensors that activate when an animal walks by. For example, a dog-sized billboard might bark playfully, prompting its human to scan a QR code. This scan leads to Deliveroo’s in-app pet shop, showcasing a curated selection of pet food, treats, toys, and grooming products.

A Clever Use of Interactivity

At first glance, it’s cute. At second glance, it’s genius.

By engaging pets, Deliveroo instantly grabs the attention of pet parents, turning a routine walk in the park into a brand touchpoint. The call to action is simple and fun: “Scan to answer their bark, meow, chirp or squeak.” It’s advertising that doesn’t interrupt—it invites.

The Bigger Picture

The campaign is a brilliant blend of emotional appeal and utility. In a market flooded with conventional messaging, Deliveroo’s Petvertising strategy breaks through the noise with a highly shareable, buzzworthy concept. It also reinforces the brand’s growing commitment to categories beyond food delivery, positioning itself as a go-to platform for all things pet-related.

Why It Works:

• It sparks curiosity: Seeing a dog respond to a billboard is a surefire way to catch a human’s attention.
• It’s emotional: Pets are part of the family. An ad that delights them delights us.
• It closes the loop: From bark to basket, users can buy pet products within moments.
• It’s utterly memorable: Who’s going to forget the day their parrot triggered a billboard?

Deliveroo’s History of Innovation

This isn’t Deliveroo’s first foray into creative OOH. Previous campaigns have included edible billboards and QR codes on grocery bags supporting pet adoption. The brand continues to explore unexpected ways to connect with audiences in the real world—often with a charming twist.

Deliveroo’s Petvertising isn’t just a gimmick—it’s a clever evolution of out-of-home media. In a world where consumers are tuning out static ads, this campaign invites interaction, encourages a smile, and builds a positive brand impression. It’s marketing with a wag, a purr, and plenty of personality.