Right on Time

How Glovo sells the moment, not the delivery, as platforms push AI summaries, short-form leads, and belonging-driven access.

Author

Javier García
December 28, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Best Ad of the Week

Glovo – “Still Warm” (2025 Southern Europe Campaign)

Glovo’s “Still Warm” is built around one quiet promise: timing matters more than speed. The ad shows different deliveries arriving at just the right moment. A group of friends opening pizza boxes mid-conversation. A nurse ending a night shift and sitting down alone to eat. A couple unpacking their first meal in a new flat. The food is never shown in close-up. What we notice instead is the steam, the warmth in people’s hands, the pause before the first bite. The line appears at the end: “Right on time feels better than fast.”

Key marketing lessons
• Reframe the category metric: Glovo shifts value from raw speed to timing and relevance, which feels more human.
• Focus on the moment of use: The campaign sells what happens after delivery, not the delivery itself.
• Sensory cues over product shots: Steam, silence and body language communicate quality without explanation.
• Emotional positioning in a functional category: Food delivery becomes about comfort and care, not logistics.
• Local truth, scalable idea: The scenes feel Southern European, but the insight works anywhere people eat together.

A reminder that convenience brands win when they stop racing the clock and start respecting the moment.

Sponsored Section

The Future of Shopping? AI + Actual Humans.

AI has changed how consumers shop, but people still drive decisions. Levanta’s research shows affiliate and creator content continues to influence conversions, plus it now shapes the product recommendations AI delivers. Affiliate marketing isn’t being replaced by AI, it’s being amplified.

Weekly Tip

Make the Takeaway Obvious

If readers have to think about what the point was, the message didn’t land.

• State the takeaway clearly, not implicitly
• Reinforce it once before closing
• Avoid ending with vague or open interpretations

When the takeaway is obvious, your content becomes easier to remember and easier to act on.

Weekly Challenge

Single Takeaway Post

This week, discipline your content around one clear idea:

• Choose one insight your audience truly needs
• Create one post where everything supports that single takeaway
• Remove examples, stories, or extras that dilute the message
• End with one simple action they can apply immediately

Clarity beats complexity. When people remember one thing, your content has done its job.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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