Gorillas turn guerilla for Milan launch by DUDE

For the Italian launch of European grocery delivery service Gorillas, independent creative and production network DUDE employed guerilla tactics to raise brand awareness by turning the brands most coveted assets, their own bikers, into a bespoke media channel offering discount codes… if you can catch them first.

The Gorillas mantra is ‘Faster than You’ meaning that they promise to deliver from order confirmation to delivery within 10 fast minutes. So those bikers are fast and the time of delivery is very short.

Spot the Biker challenged the public to take a picture of the discount code which was attached to the back of each biker, and upload that code on their next order through the app. All 70 bikers carried the code which changed each day. No mean feat. In just 5 days of activity there were 3000 new downloads of the app and a 20% increase in orders.

Gorillas want to revolutionise the way in which we do our grocery shopping, and to address the environmental, economic and social impact that purchasing choices and consumption styles have on the planet.

Essentially, the aim is to make grocery shopping more often, buying less, buying fresher and reducing food waste.

Ilaria Squicciarini, Senior Brand Marketing Manager at Gorillas Italia said: "We chose to work with DUDE because of their strong reputation for creating meaningful experiences that go beyond what a brand does. The project team understood who we are as a brand and what we needed to do to crystallise our position as the fastest brand in town. They also helped us reframe "fast grocery delivery" as a new exciting and more sustainable alternative to grocery shopping we've always been used to in Italy."