The online delivery service Urbanfetch has appointed St Luke’s to
handle its high-profile launch in London.
The company is spending around pounds 3 million on a campaign to
convince Londoners to use its free one-hour delivery service for goods
ranging from microwaves to music.
Urbanfetch’s spend is expected to rise to pounds 10 million next year,
matching its heavyweight spend in the US, which has included TV
The agency was appointed by Urbanfetch’s US agency, Shepardson Stern and
Kaminsky, on behalf of the client.
Several agencies were approached but St Luke’s was appointed without a
Kate Stanners, the creative director of St Luke’s, said: ’It’s
interesting bringing such a concept to London as we’re not really used
to having that level of service. It’s a wonderful product to offer and
will transform how we operate. The change will be significant in the
same way that take-away food was. I just hope we don’t have to do ads
within an hour or we’re buggered.’
Urbanfetch was founded in New York last October and has proved hugely
successful. It makes 1,000 deliveries per day in Manhattan and claims to
have daily sales in excess of dollars 100,000. It is backed by the
venture capitalist Vantage Point Partners.
London is seen as a key city for the company due to its lack of
In the US its rival is Kozmo.com, which ran a series of ads starring the
actor Lee Majors last summer.
However, in November Kozmo sought unspecified damages as well as an
injunction against Urbanfetch, accusing it of stealing its idea.
Urbanfetch issued a counter suit claiming dollars 50 million ( pounds 30
million) in compensatory damages.
The company offers a range of goods including books, music, DVDs and