Online food delivery service Just Eat is touting the benefits of ordering in with its first major Canadian campaign.
Developed by Leo Burnett, the national campaign — the first work from the shop since winning the business last summer — targets major Canadian cities and includes TV, print, digital, radio, social and OOH.
The effort launched Monday with a playful 30-second TV spot that introduces the concept of the “Out-Double”: individuals that will go out and do all the things you don’t want to, such as consoling a heartbroken friend, or picking up your parents at the airport, while you stay home and enjoy a delicious, takeout meal in front of the TV.
The idea, explained Brent Nelsen, chief strategy officer, Leo Burnett Toronto, is to make staying in, “in,” change the conversation around takeout food, and highlight the pleasure of eating great food from the comfort of home.
“There’s a lot of stereotypes that when you order in food (that) it’s low-quality, unhealthy food, and it’s bad for you,” Nelsen said. “Just Eat has one of the largest partnerships across the country with different restaurants, so you can order absolutely fantastic, neighbourhood, quality, upscale food. So rather then it just being a rushed, low-grade food occasion, it can be the opposite — it can be one of the best pleasures.”
Creative was also informed by qualitative and quantitative research conducted by Leo Burnett, which revealed that consumers wanted quality food, but were often turned off by the hassle of going to a restaurant.
“I can’t remember how many people [mentioned] the fact that once they’d lined up for a restaurant, they ended up at a table by the bathroom, or a table by the couple that was arguing all night, or people that were just taking selfies,” said Nelsen. “The dream of the evening out was actually less than the actual experience of eating out, but they still wanted the food. So that became an interesting insight and dynamic to play off of, which is, why don’t you stay in and let your out-double take care of all the other things you should be going to, but would rather not be going to?”
In an effort to set Just Eat apart from national, regional and even community competitors, the agency chose to focus on the why, rather than the what, of food delivery, Nelsen added.
“If you look at all the messaging coming from these competitors, they’re all talking about the same thing….literary 99.9% of it is, ‘Good food delivered quickly and hot to your door’. It’s all around the functional aspect of what those brands do,” he said. “(This campaign) elevates our brand and slightly depositions the others as sort of just commodity players.”
The effort also includes an updated logo for the brand. This includes a new font, colour palette, and a line of text reading “We’ll bring the food.”
So far, only the launch spot and OOH elements are in market, with the rest slated to be rolled out over the coming months. This will include outdoor projections, which will see Just Eat messaging projected on select walls in major cities. Since people tend to be more inclined to order in when the weather is bad, the ads will be timed to coincide with weather conditions in each region.
The effort will run until the end of the year, with Starcom Media Vest handling media.
