To dominate the burgeoning 11:00 PM to 4:00 AM delivery category, Zomato partnered with Influencer Hive to launch an intensive, comedic creator blitz tailored to night owls, gamers, students studying for exams, and remote tech workers.
Food & Hospitality
Zomato Food Network
1 min read
Sep 28, 2026
Zomato: "Midnight Cravings" Hyperlocal Creator Blitz
Driving a 410% surge in late-night food deliveries across 18 metro cities through comedic, relatable late-night creator skits.
Campaign Overview
Zomato Food Network
Strategic multi-tier influencer campaign engineered and scaled by the Influencer Hive team.
Regional & Digital
Verified Results
18.5M
Total Reach
340%
Growth Lift
4.2x
Average ROAS
Phase 01
The Challenge
Customer awareness around late-night restaurant operational hours was low, and delivery fee hesitations prevented high-frequency basket additions during late night hours.
Phase 02
The Strategy
Influencer Hive identified 75 comedic content creators, late-night livestream gamers, and hostel student creators who produced relatable skits showing the emotional high of a warm biryani or cheesy pizza arriving at 2:30 AM.
Phase 03
The Results
Key Metrics Achieved:
- 410% Spike in orders placed between 11:00 PM and 3:00 AM
- 650K+ Promo code redemptions within the 30-day window
- 94% Customer retention rate for repeat midnight orders
- Over 22M organic impressions across humor and gaming reels
Achieve Similar Impact
Want these kinds of verified returns for your brand?
Let Influencer Hive build, curate, and scale a bespoke creator marketing roadmap tailored to your specific audience segments.
