Just Eat is relaunching its brand with a new company vision to create the world’s greatest food community. The relaunch is being spearheaded by a new brand and advertising campaign celebrated Just Eat’s renewed commitment to its 27,000 UK restaurant partners and 7 million customers. The integrated marketing campaign marks a different direction for the brand, with a new focus on a broader range of delivery food occasions and will be supported by a significant investment in TV, radio and outdoor media.
The new, integrated advertising campaign, developed by creative agency Karmarama aims to help people to discover new and exciting foods by confronting them with the humdrum choices they’re usually happy to make. To achieve this, the TV campaign features a variety of celebrity voices including Bill Nighy, Matt Lucas and Rowan Atkinson speaking through solid but otherwise uninspiring food choices to inspire people to think about what they really want to eat. It's true that many might miss the now semi-iconic spots featuring food-centric covers of classic pop songs (we especially enjoyed the “Chinese Food Boyband”), but it was a divisive campaign and it's about time the brand moved on.
Coinciding with the new campaign launch, Just Eat will also launch a new Facebook Messenger Chatbot to bring food discovery to life by engaging with customers to coach and inspire their food choices. Reflecting the personality of the Just Eat brand, customers will be able to message the Chatbot, whether they fancy ordering their usual favourite or trying something new, and the bot will offer them a selection of different restaurants they haven’t previously ordered from if that’s where their mood takes them.
The campaign is part of a refreshed brand identity, developed as part of a wide-ranging process undertaken by branding consultancy venturethree, will be rolled out across the entire customer journey. This includes everything from behind-the-scenes operations and Just Eat’s offer to its restaurant partners, through to point of order (including a new-look Just Eat app) and final delivery experience. All of these elements are being brought together under the brand’s new brand purpose, to “Make food discovery exciting for everyone.”
Michael Zur-Szpiro, Co-founder at venturethree said: “Our ambition for the rebrand was to signal Just Eat’s focus on shifting perceptions of the food delivery industry, and helping to change behaviours around how we get the food we love. We developed an expressive new identity; complete with a burst of colour and animation style that adds flexibility and helps customers to find what they are looking for.”
Nik Studzinski, CCO at Karmarama, added: “We hope our new campaign will help people to unleash their inner food mood and open their mouths to new possibilities, encouraging them to think about what they really want, not just what they usually eat.”
The campaign launches this Friday (September 16), with a roadblock of TV spots airing on over 25 carefully selected UK commercial stations between 9 and 10pm, including key live coverage of the Paralympics Athletics Final on Channel 4. The launch on Friday night will then be followed up on Saturday evening with an ITV network spot during the X-Factor on ITV, aligned to sync with the second-screen take over at the heart of the Saturday night schedule. This makes a lot of sense, because if there's one situation that calls for a takeaway, it's Saturday night in front of the X Factor!
