JUST EAT in rebellious mood as it rolls out new challenger brand positioningBy Matthew, September 13, 2012 9:07 am
JUST EAT challenges the pressures of cooking at home with new ‘ Don’t Cook, JUST EAT‘ brand strategy, supported by £5 million spend
JUST EAT in rebellious mood as it rolls out new challenger brand positioning JUST EAT challenges the pressures of cooking at home with new ‘Don’t Cook, JUST EAT’ brand strategy, supported by £5 million spend London, 13th September, 2012: JUST EAT, the world’s leading online takeaway delivery service, is challenging modern day pressures to cook elaborate home cooked meals, with its new ‘Don’t Cook, JUST EAT‘ challenger brand positioning and endline. The brand is being launched with the premiere of a new TV ad campaign, part of a £5 million spend, and supported by PR, marketing, social and digital execution.
‘Don’t Cook, JUST EAT‘ is the result of a complete overhaul of JUST EAT’s global brand positioning. Developed from thinking that came out of intensive workshops with challenger brand experts, On Your Feet – an associate of Eat Big Fish – and JUST EAT’s senior management team, the new strategy sums up JUST EAT’s position as a leading challenger brand, seeking to change the way people look at takeaway. By helping hard-working customers reject the convention of having to whip up cordon bleu meals at home, JUST EAT is giving voice to millions of frustrated Brits who want to cry with anguish every time they step into the kitchen or simply want a night off.
Richard Murfitt, Head of Brand Marketing at JUST EAT, said “For too long the occasional takeaway, made and delivered direct to your door, has been demonised, and spending hours in a hot and sweaty kitchen, after a long day at work, has been championed as the way forward. We’ve had enough, and we’re saying to the people of Britain ‘Don’t Cook, JUST EAT’.”
The first TV spot appears on Saturday 15th September, on ITV at 19.30, just before Red and Black, repeated at 22.05 during Jonathan Ross, and is JUST EAT’s first TV campaign since its Belly and Brain ads finished in February 2012. The ad introduces audiences to Mr Mozzarella AKA “The Mozz”, Mr Basmati, Mr Sweet and Mr Sour, Mr T-Bone, Mr Sashimi and Mr Halloumi – a hapless, motley crew of rebellious takeaway chefs, who will stop at nothing to prevent amateur chefs from cooking at home. The campaign kicks off with a 30″ spot introducing the characters and their mission to stop the nation from cooking, and is supported by two 20″ and one 10″ spot. Having launched in Brazil and the UK, it will be rolled out to all thirteen countries in the JUST EAT group in the next six months.
Murfitt continued “In addition to strong ATL activity, guerrilla and ambush marketing is at the heart of our campaign. It includes a strong social element so our fans and customers can easily support our movement and join in with our loveable rogue chefs.”
As well as the TV campaign, ‘Don’t Cook, JUST EAT’ is being supported by a two phased digital campaign. The first phase sees a 90 second spoof video mash up highlighting the dangers of cooking. The second wave of the activity treats JUST EAT customers to a 40 second, user generated mash up of the order they have just placed using clips dynamically pulled in from YouTube, to entertain them whilst they wait for their delivery. Keywords from their order are automatically fed into JUST EAT’s YouTube generator and the entire order is then generated in video clips and mixed together. The audio is auto-tuned against a music track to create each order’s its own unique takeaway-inspired music video. Once the customer has viewed their order video they are invited to share it via Facebook, Google+ and Twitter.
Mat Braddy, Chief Marketing Officer of JUST EAT, said “We’ve been championing ordering takeaway online as we developed our leadership position. As we continue to grow, we want to extend our message to fighting against the pressure on hard working families to cook every night from nagging TV chefs. ‘Don’t Cook, JUST EAT’ is our new lighthouse brand identity – a strong point of view on the world of eating – that can run through all our channels, from social media and PR to advertising, and through to sales as well.”
Alongside the digital and ATL activity, JUST EAT is running activity in a number of other channels, including a ‘panmesty’ for useless utensils, guerrilla activity from the Don’t Cook JUST EAT chefs, and supporting a new political party.
JUST EAT used Someone in London to develop the design guidelines and brand identity. VCCP developed the overall ‘Don’t Cook – Just Eat’ campaign idea, and produced the TV ads and online video content, whilst PD3 is overseeing digital as part of its experiential and content marketing activity for the business.