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Just Eat launches all singing, all dancing campaign with exclusive one minute TV spot during the X Factor ​

The Magical World of Just Eat
  • Just Eat unveils 'The Magical World of Just Eat', a brand new creative platform that takes viewers behind the scenes of the magic of the Takeaway World
  • New campaign spans largest ever channel mix including TV, radio, digital, Out of Home, PR, owned channels and Restaurant Partner Marketing
  • Full length 60 second advert launches exclusively during the first Live Show of The X Factor this Saturday (28th)
  • Creative agency Karmarama developed the landmark campaign which features motion animation and a flying Just Eat delivery scooter in the TV advert

Just Eat, a leading global marketplace for online food delivery, has served up a new creative brand platform that marks a new era in its history of fame generating campaigns. Titled ‘The Magical World of Just Eat’, the new campaign dramatises Just Eat’s service from start to finish, as a magical experience where your dish is Just Eat’s command.

‘The Magical World of Just Eat’ will underpin all marketing touchpoints including traditional and data-driven advertising through to internal communications. It is Just Eat’s largest ever multi-channel marketing campaign, spanning TV, radio, digital, OOH, PR, social media, owned channels and Restaurant Partner Marketing.

The campaign launches with a showstopping 60 second TV advert on Saturday 28th October during the first Live Shows of The X Factor - also sponsored by Just Eat - and as part of ITV's Proudly Presents initiative, with a bespoke ITV voiceover introducing the ad. A new look and feel for ITV’s Proudly Presents series will also be revealed for the Just Eat advert.

The launch TV, supported by data driven digital content, tells the story of Just Eat’s magical service in the style of a grand tongue-in-cheek, original musical number. The concept features live action film, with a 52-person strong cast and a Just Eat flying delivery scooter. Stop motion animation transforms a Just Eat restaurant into a magical realm where chefs control utensils without touching them, and chopsticks fly into delivery bags.

Directed by award winning Si&Ad of Academy and beautifully created for the screen, the story of Just Eat’s service is told through an original, theatrical song titled ‘Magic is Real’ which was written by Karmarama. The track is voiced by a singing chorus of performers in the advert and composed by Luis Almau at Soundtree.

Ben Carter, UK Marketing Director at Just Eat said:

“The Magical World of Just Eat opens up the magic of our takeaway world to the British public. From the breadth of cuisine choice to the ease and simplicity in placing an order, we’re putting our 28,000 restaurant partners - the magic makers - at the heart of this brand new campaign.”

Ben continues:

“Nearly half the population are yet to order food online so we want to attract consumers to experience the food magic that we provide in their local area. This cross-channel campaign will help to build understanding around Just Eat - spreading the message that customers can have the food they want, how they want it and when they want it - at their fingertips.”

Dickie Connell, Executive Creative Director at Karmarama said:

“We live in an age where national brands need more than advertising – they need big, surprising platforms, rooted in insights we can believe in. We live in an age where you can have hot Aloo Masala appear at your door with a swish of your finger - if that’s not magic I don’t know what is. Because Just Eat is the market leader in magic, with more restaurants on its platform than anyone else, we wanted to put that delicious sorcery at the heart of a new platform to inspire the whole business.”

The campaign launch will also include digital and social content and 30 second and 10 second TV and radio spots, which will feature on national stations as well as Spotify and Soundcloud.

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