Just Eat, the UK’s leading online takeaway delivery service, is embarking on a refreshed and invigorated brand journey. The new brand direction is being launched 18th September with the premiere of a new TV campaign, part of a £5 million spend and supported by PR, marketing, social and digital execution.
The new campaign, titled “mini fist pump”, looks to celebrate the small victories in life, encapsulating the feeling you get when you order a takeaway through to that glorious moment when you hear the ‘knock-knock’ on the door letting you know the takeaway delivery driver has arrived.
Adopting a gleefully optimistic tone, the new adverts show a series of playful and mischievous scenarios which see a small victory take place, each celebrated through a five fingered salute which says in your face world – the mini fist pump. Scenes range from a woman who finds herself sitting next to a hot guy on a plane ride to a young boy finding the last sticker to complete his football album, each ending with a classic mini fist pump.
Lucy Milne, Just Eat UK marketing director comments on the new creative: “We’re confident our new brand positioning will further establish our position as the UK’s leading online takeaway service. It’s an exciting move for the brand as we look to extend our market reach even further and appeal to takeaway-lovers of all ages and demographics. After all, takeaway is a past-time the whole nation enjoys, so we wanted to create a campaign which celebrates something we all enjoy while maintaining our playful and mischievous personality.”
Victoria Bloom, Just Eat UK head of brand comments: “The mini fist pump perfectly personifies the feeling you get when ordering a takeaway. It’s just like finding a fiver in an old pair of jeans or grabbing the last seat on a packed train. Our new campaign is about celebrating every last one of these little wins that brighten up our daily lives along the way. Our ‘Don’t Cook, Just Eat’ positioning was a huge success but we felt the time was right to evolve our brand story and reach new audiences. After all, the entire Just Eat takeaway experience is packed full of mini fist pump moments, from the first few taps of your order to the last bite.”
Throughout the launch weekend, key TV spots are scheduled including 40” and 30” spots on Saturday 20th September during the X Factor on ITV1. TV activity will also be supported by exclusive digital video content and increased advertising across VOD and DRTV channels. Extensive outdoor activity alongside PR, experiential and social stunts will drive home the brand’s playful personality. Having launched in the UK, it will be rolled out to further markets in the Just Eat group in the next six months.
Milne continues: “We hope our partners embrace this ‘glass half full’ attitude and think about how these ‘mini fist pump’ moments could work in takeaway restaurants across the UK. In turn, we’re sure that our takeaway-loving customers will recognise Just Eat as being the home of life’s small victories. This new positioning runs through all our channels, from social media to sales. In addition to strong ATL activity, guerrilla and experiential marketing will continue to be at the heart of our campaign.”
Just Eat worked with The Red Brick Road, its lead creative agency, to develop the adverts alongside the new brand identity, personality and design.
The Red Brick Road’s managing director, David Miller, said: “Just Eat are taking the world by storm, and we’re chuffed to be part of the online takeaway revolution. We feel this new campaign has a brilliantly broad appeal, while maintaining the mischievousness that Just Eat is already known for.”
The campaign follows Just Eat’s award winning “Don’t Cook Just Eat” brand positioning, which focused on Mr Mozzarella AKA “The Mozz” and his hapless, motley crew of rebellious takeaway chefs, who strived to prevent amateur chefs from cooking at home.