Observed Signal · Oct 12, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Lieferando launches global 'Stay in the Moment' brand campaign
Lieferando has launched a new global brand platform called 'Bleib einfach im Moment' (Stay in the Moment), shifting from product-focused advertising to emotional everyday scenes. Launched in Germany on October 12, 2026, the campaign is backed by a Censuswide study of 6,000 people in Germany, UK, and the Netherlands, showing 81% desire more uninterrupted time and 72% say on-demand delivery provides more freedom. The creative is led by VCCP with eight short films directed by Michael Spiccia, plus social clips and out-of-home motifs. Media planning is by EssenceMediacom, PR by fischerAppelt, and social media by Mawave. The campaign runs on CTV, YouTube, DOOH, Meta, TikTok, and PR channels. Notably, Grabarz XCT, which had won the creative lead mandate earlier in summer, will no longer handle tasks for Lieferando. The campaign aims to elevate the brand emotionally, building on the iconic jingle.
This is a campaign launch by a major food delivery brand in Germany, indicating a strategic shift in brand communication. It is relevant for the AdTech/MarTech industry as it involves significant media buying across CTV, digital, social, and out-of-home, and may influence how other brands approach emotional storytelling.
Track EssenceMediacom Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Lieferando launches new global brand campaign 'Bleib einfach im Moment' in Germany on October 12, 2026.
- Campaign is based on a Censuswide study of 6,000 people in Germany, UK, and Netherlands; 81% want more uninterrupted time, 72% say on-demand delivery provides freedom.
- Creative work is led by VCCP, with eight short films directed by Michael Spiccia; media planning by EssenceMediacom, PR by fischerAppelt, social media by Mawave.
- Campaign media mix includes CTV, YouTube, DOOH, Meta, and TikTok.
- Grabarz XCT no longer works for Lieferando, having lost the creative lead mandate to VCCP.
Connected Companies & Entities
5 Entities mapped“Alongside VCCP, EssenceMediacom handles media planning in Germany.”
“fischerAppelt manages the public relations for the campaign.”
“Mawave is involved as the agency for social media.”
“The international corporation Just Eat Takeaway, which owns Lieferando, selected the WPP network EssenceMediacom as its new media agency fol...”
“Upon inquiry, the Omnicom agency stated that it no longer handles tasks for Lieferando.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Just Eat launches emotional 'Stay Just Where You Are' campaign
Just Eat Takeaway.com launched a new brand platform, 'Stay Just Where You Are', created by VCCP, shifting from convenience to emotional moments. The campaign, consisting of 11 films and social content, targets share-of-market growth in Europe. Research with 6,000 people in UK, Germany, and Netherlands supported the insight that consumers value uninterrupted moments. The platform, designed to last 20-30 years, replaces celebrity-led ads, reducing costs and increasing flexibility. VCCP won the account on Christmas Eve, and the launch film features 'Grandpa', with 100 scripts written over six months. The work spans all channels and is adapted across multiple markets and languages, with translations like 'stay in the moment'.
Aldi Süd Launches Emotional Multi-Generational Brand Campaign
Aldi Süd expands its 'Günstig ohne Bonus-App' campaign with a new emotional brand campaign titled 'Gutes für alle.' The campaign, developed by lead agency Antoni99, tells the story of a loyal customer from childhood to adulthood, emphasizing the discounter's role as a lifelong companion. The TV spot, produced by Anorak and featuring the song 'Daheim,' will run on addressable and connected TV, complemented by out-of-home, radio, and display advertising, as well as in-store and owned channel activations. The campaign promotes Aldi Süd's private labels including Bio, Milsani, Cucina, and Choceur, reinforcing the brand promise of quality at the best price without a bonus app. Christian Göbel, Deputy Managing Director Marketing & Communication at Aldi Süd, highlights their commitment to supporting customers in affording a good life.
Knack & Back Launches Social-First Campaign for New Pizza Dough
Food brand Knack & Back, owned by Cérélia, has launched its largest campaign in years for the new "Meine Pizzeria" pizza dough. Running from late August to late October 2026 in Germany, the social-first and Connected TV (CTV) campaign entirely bypasses linear TV. Developed and managed full-service by creative agency Zum goldenen Hirschen, the initiative targets diverse demographics using three distinct testimonials: comedian Otto Waalkes, influencer Dagi Bee, and hip-hop duo Celo & Abdi. Tailored video spots of 20, 15, and 6 seconds are being distributed across digital platforms like Meta, TikTok, YouTube, Twitch, Netflix, Disney+, and Amazon Prime. Supported by point-of-sale activations, couponing, and retail media, Knack & Back aims to generate approximately 200 million impressions and reach 10 million people.
Receive all future signals for EssenceMediacom & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.