Once again capitalising on the cultural firepower of music, Just Eat is launching its new membership service Just Eat+. The new campaign is centred around three classic tracks: One Love, Eat Sleep Rave Repeat, and Ice Ice Baby.

Bringing to life the joy and ease of ordering anything at any time with Just Eat+, the new integrated campaign borrows from the three tracks’ nostalgic lyrics. The work showcases the variety of food and products available to order on Just Eat.

From a loaf of bread to paracetamol, fresh fruit and veg or nappies, Just Eat allows people to have their takeaway favourites and pharmacy essentials delivered to their doors. The three music-powered creative spots use the lyrics of the famous tracks to showcase an array of these products.

The three spots have been directed by Craig Ainsley from Arts & Science.. Each begins with a doorbell ring and a Just Eat bag set down on the table. The musical track then kicks in as the bag is unpacked and items are cleverly pulled out in time to lyrics from the track that reflect the item show. For example, the Eat Sleep Rave Repeat spot matches the titular lyrics with a McDonald’s takeaway (eat), sleepy time tea (sleep), deodorant (rave) and Berocca (repeat). 

The One Love execution is set in a busy family kitchen, while Ice Ice Baby takes place at a summer barbecue, serving as a reminder that Just Eat has everything a customer might need to enjoy their summer.

The campaign leans on Just Eat’s ongoing connection to music and ties in the new product offering to the three well-loved nostalgic tracks to build up sonic associations with the brand.

“Our ambition was to showcase the value of Just Eat+ in a way that feels inherently Just Eat - with humour and warmth front and centre. We leaned into Just Eat’s music heritage to tell stories that resonate with key audiences – and remind people that with Just Eat+ the possibilities of what you can get delivered are endless - as are the number of free deliveries,” explained Andrew Cocker, UK&I Marketing Director at Just Eat.

The UK campaign will run across TV, OOH, DOOH, Social and Radio, including bespoke content created by Dept and influencer content led by Billion Dollar Boy. Dept led Social and UM for media, Billion Dollar Boy for Influencer and Mischief on consumer PR. 

The spots land Just Eat+ benefits while extending the brand's musical messaging, underlining the power of sonic branding.