Deliveroo UAE has reimagined outdoor advertising with the launch of Petvertising — a playful, unconventional out-of-home (OOH) campaign designed for both pets and their humans. The series features billboards tailored to specific animals, from dog-height “woof woof” posters and cat-level “meow” messages to tree-high chirping signs for birds and palm-sized squeaky hamster boards.

Strategically located at Dubai parks, each billboard was fitted with a motion and sound sensor. When triggered by the movement of a pet passing by, the installation played the corresponding animal sound to grab attention. The ads then invited humans to “scan to answer their bark, meow, chirp, or squeak” via a QR code, leading to Deliveroo’s in-app pet store selection, where customers could shop for everything from food and treats to toys, grooming products, and more.

The campaign was rooted in the insight that the best way to promote pet services is through the pets themselves. By blending humour, innovation, and a love for animals, Petvertising turned a simple message into an unmissable moment for passersby.

With Petvertising, Deliveroo demonstrated its continued commitment to innovation, showing that even the most familiar formats, like outdoor billboards, can be reimagined with a little creativity and a lot of heart. The campaign not only raised awareness of Deliveroo’s growing pet category but also celebrated the bond between pets and their humans in a thoughtful way.