When you’re superhungry, you need a superhero. At least, that’s how you feel. Buenos Aires agency, Impero, has made Pedidos Ya, Argentina’s largest app-based food delivery service, that superhero, with a campaign that borrows from the superhero aesthetic and parodies the famous comic-book Bat-signal to bring that idea to life.

It’s a fun way to get the attention of millennials, that also resonates with the brand’s older audience – who grew up with the original Batman, Superman et al.

The work juxtaposes minor “emergencies” – a mum finding she has run out of grated cheese, a group of friends watching the football in need of beer, students whose coffee supplies have run low – with major hero service. The delivery driver responds to a Pedidos Ya parody of the Bat-signal projected onto one of Buenos Aires’ most iconic buildings.

Impero was added to the Pedidos Ya roster last September and has helped drive a 145% uplift in sales for the brand between November and January.

Federico Stier, managing director of Impero Buenos Aires, commented, “We loved working on this campaign. It’s a great way of showcasing Pedidos Ya’s super-hero credentials: whatever your food or drink crisis, Pedidos Ya is on hand to save you.”

Mariano Ramallo, head of marketing at Pedidos Ya, noted, “Impero has created some very strong work for us, and this campaign is another great step forward in a fantastic relationship. The Bat-signal parody is a great way of bringing to life our point of difference: we care, we are there for our customers, and no matter where they are or what time it is, we will go to super-human lengths to make sure they don’t go hungry or thirsty.”