Deliveroo | Exploring Amsterdam's Culinary Trends

In 2017, when food delivery was just beginning to take off in the Netherlands, VICE and Deliveroo embarked on a mission to uncover the evolving trends in Dutch dining culture, hidden within the bags of Deliveroo couriers. We sent Freddy Tratlehner on a journey to explore the ordering trends of the past, present, and future. Using data points, we delved into the big city’s most popular foods, racing through Amsterdam from Slagerij Vet to Poké Perfect. Along the way, we sampled dishes and engaged with chefs to illuminate the evolution of this culinary culture. Our campaign not only inspired viewers with new ordering possibilities but also impressed with the authenticity and quality of the food and the compelling stories behind it. I was responsible for bringing the concept to life on set, ensuring that every aspect of the production captured the vibrant essence of Amsterdam's dynamic food scene while maintaining brand consistency.