JUST EAT came to us with the challenge to take their already successful business into a new chapter. They wanted a 'bigger' idea than 'Don't Cook, JUST EAT' - one that felt more optomistic and could engage a mass audience. And, they wanted the app to be the default method of ordering.
We repositioned the online takeaway business with a movement, rather than an advert, which we called the Mini-Fist-Pump. A movement which symbolises the small victory we all experience when ordering a takeaway, especially when using the effortlessly simple JUST EAT website or app. The creative vehicle brought to life the 'burst' of excitement with famous music lyrics, with a takeaway twist.
Thus far the mass-market campaign has spilled across TV, content, social, press, outdoor advertising, digital and experiential (all handmade by RBR). The business is booming and JUST EAT are the toast of the city with sales and share prices doubling in six months).
We’re committed to behaving as a challenger brand, over-investing cleverly in non-traditional media (such as packaging) and in ‘symbols of re-evaluation’ campaigns which can’t help but be noticed.
- 70% of orders made by app
- Revenue up 58% YoY
Ordering takeaways through an app became the default.
Orders more than doubled within the first 6 months, revenue was up 58% YOY, with 70% of orders by app.
The people of Britain started singing for their supper - literally.
Teachers tweeted, celebrities referenced, TV presenters memes, kings in playgrounds sung. you tubers parodied and even musicians asked for copies of their adopted songs.
The campaign scored big in The Drum Marketing and Masters of Marketing Awards!
Creating a Brand Vehicle: The Mini-Fist-Pump Feeling
Red Brick Road have created a new campaign for Just Eat, supported by OOH, radio, PR, social, digital and experiential. Awards and nominations include Masters of Marketing and The Drum Marketing Awards.