London-based shared e-bike operator Forest has launched an advertising partnership with food delivery giant Deliveroo.

Thousands of new Forest bikes will be branded with Deliveroo’s logo on their back fenders to increase visibility and brand awareness of the food delivery service.

The partnership will also be active on the Forest app, where video advertisements will run to educate riders about Deliveroo’s service and promote its convenience.

“Forest was founded in London, and we are proud to call the city our home,” Forest VP of Sales Jamie Richards told Zag Daily. “Our mission is to make sustainable transport not just accessible, but genuinely affordable, because we believe that choosing the greener option shouldn’t cost the earth. That’s why we’re so excited to partner with Deliveroo, another London-born success story that shares our commitment to the city. Together, we’ll be working to make London’s streets healthier, greener, and more accessible for everyone.”

Forest is rewarding riders who ride on a Forest x Deliveroo bike with an automatic entrance into a weekly prize draw. Each week, 10 selected riders will win £50 in Deliveroo credit and £50 in Forest credit.

The shared operator has long paid close attention to its advertising strategies. Back in 2023, its unique adtech business model was one of its key drivers for reaching profitability. How the software works is by allowing Forest’s corporate partners to advertise to Forest riders via the app, who are then rewarded with extra riding minutes if they watch the videos.

These free minutes – coupled with the free 10 minutes riders get daily – accumulated to 52 million free minutes provided by the operator in three years, equating to £11 million in sacrificed revenue.

The Forest x Deliveroo bikes have already begun rolling out in London.