2013 highly commended: Just Eat, Brand Activation - case study

2013 highly commended: Brand Activation
Just Eat, Brand Activation

“Don’t Cook JUST EAT”

This is the story of how a small challenger brand took the bold decision to grow itself into a big brand, by becoming the thought leader for the whole online restaurant category.

JUST EAT is a pioneer in the fledgling sector of local takeaway restaurant online aggregators, giving local restaurants an online presence via a single portal from which customers can order.

First mover advantage

To ensure first mover advantage in the small online food delivery aggregator segment, and a land-grab in the broader online restaurant market, JUST EAT needed to make a radical step change to be BIG. This would see a complete overhaul of our entire marketing approach, with implications for every facet of the business, be that creative, media planning and investment, trade marketing, PR and even the way we engaged our staff.

To do this, we created a thought leader positioning of “Don’t Cook JUST EAT”, by taking on the act of cooking itself. Spearheaded by our motley band of renegade takeaway chefs, we had a fun, irreverent and engaging idea that could be activated across all our marketing platforms.

We implemented huge, ambitious, in-your-face activity. We created in your face spots to run on TV and online. We turned partner restaurants into branding vehicles across the country. We built a huge following in social media. We identified the most dangerous vegetable to cook with. We changed our employees’ job titles. We even stood for election.

By doing so, we became number one, and drove an 84% increase in orders.

This is the story of how we did it....


To register your interest or to find out how to enter the next Awards for Excellence visit our Awards site.

Login to download the full case study below:


Newsletter

Enjoy this? Get more.

Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.

CAPTCHA
2 + 9 =
Solve this simple math problem and enter the result. E.g. for 1+3, enter 4.
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.

Become a member

Not a member yet?

Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.