How to redefine and dominate a category.
In 2014 Just Eat launched in the Irish market, with the ambition to change how Irish people ordered takeaway, getting them to move from ordering over the phone to doing so via an app. As they succeeded and grew, Deliveroo and other competitors entered into the market setting Just Eat a new challenge – maintaining their status as the No.1 food ordering app in Ireland and reinforcing their position as market leader.
Just Eat Ireland is part of an international network and as such benefits from global campaign messaging. We are sometimes briefed with taking international campaigns and localising for the Irish market. On many occasions, however, the local team had the freedom to brief us to create market specific campaigns – from brand advertising to sponsorship activation.
Research had shown us that when hunger strikes, Just Eat needed to be top of mind. For brand advertising, our goal with campaigns from Food Brain to Food Envy was to both tap into how Irish people feel when they’re hungry and to embed Just Eat as always the best solution. For example, our insight for the Food Envy campaign came from a key research finding that people always noticed – and were jealous of – their neighbour’s or housemate’s food delivery order arriving.
Our brand campaigns were also supported over the years by regular, high profile Just Eat sponsorships – including Leinster Rugby, dublinbikes, Electric Picnic, and TV sponsorship of First Dates and Love Island. In all our sponsorship campaigns, we leveraged Just Eat’s unique tone of voice to activate the sponsorships in a fun and engaging way.
“there’s only one answer – Just Eat”
Since we started working with Just Eat in 2014, we have created a range of fully integrated campaigns that have made Just Eat synonymous with quality and deliciousness. Positioning them as the only app in the market that offers real choice, convenience and service.
Our creative strategy across multiple campaigns included:
- Localising international Just Eat brand positioning to the Irish market, applying a uniquely Irish tone of voice.
- Creating fully integrated campaigns that made Just Eat synonymous with quality, range and deliciousness.
- Positioning Just Eat as the only app in the market that offers real choice, convenience and service.
- Leveraging Just Eat Sponsorships in fun, unique ways that aligned with brand values.
To maintain Just Eat’s position as the number 1 food delivery app in Ireland, we deployed a dual strategy of continuously recruiting new users as well as encouraging current customers to use the app more often. Running campaigns across established media such as TV, OOH, radio – as well as utilising digital display, online video and social media – ensured we continued to recruit the harder to convert ‘offliner’ audience while simultaneously reinforcing our position among the younger and more loyal cohort.
We also work with Just Eat on various sponsorship campaigns, most recently Leinsters Next Big Dish.
TV, OOH, radio, digital and social.