Anyone on TikTok or Twitter has likely seen at least one #EverythingIsCake meme. These very short videos make anything from what looks like a can of Coke, glass of water, roll of toilet paper, or even a human hand to be an actual cake that is revealed when it is cut. Yummy.
A Croc was one of the items, and perhaps that is what inspired the collaboration between Deliveroo and Adidas UK. Deliveroo delivered the news in a tweet featuring the edible version of the new ZX 2K Boost Adidas sneaker (in England called trainer) design that would accompany the real thing for the winner of its promotional offer.
Does the shoe fit?
For a chance to win the twin pairs of shoes – one to wear and one to eat – those who live within a 1.5 mile of the Deliveroo Whitechapel Editions kitchen have to visit its app after noon on August 26. While cake is among the usual items Deliveroo delivers, the wearables would be a first.
So why should a food delivery service promote itself with sneakers? It’s all about capturing attention and publicity.
Despite the extremely limited scope (1.5-mile radius) of the promotion, the viral appeal of #EverythingIsCake effectively garnered fairly wide coverage for Deliveroo. The story was picked up by the Evening Standard on August 20, and has since made it into various other publications concerned with marketing or retail or apps.
In that way, it was similar to the AMC 15 cent movie admission or the $4 a night Airbnb offer. These are designed to capture attention, not just of customers but of the news reporters, who cover the story and get the brands’ name out much more effectively than a paid ad would.
