Just Eat

Challenge

To turbo-charge growth of this online takeaway delivery website – which had built steadily through search, PPC and local marketing – and attract a broader audience.

Solution

We defined a core audience of ‘Hungry Surfers’ – opinion-leading digital and takeaway aficionados, whose habit of ordering takeaway on their mobile from menus on the fridge door we had to break.  We decided to position Just-Eat as the modern way to takeaway.  Thus ‘Belly’ and ‘Brain’ were born: two squabbling animated characters – one who is stupid and always hungry, the other who has the intelligence to use Just-Eat to order a delivery.  Simple stuff, but ideal for what is primarily an education job, and hugely entertaining.

Results

The very first burst of ‘Belly & Brain’ activity confirmed everyone’s belief in the campaign. Orders from new customers increased by 66% in the advertised regions versus 27% in non-advertised regions. Likewise, ongoing orders increased by 32% in advertised regions versus a 23% increase in non-advertised regions.  TV has been the spearhead, but Belly & Brain are also running riot online – on Facebook (80,000 friends to date), in in-game advertising, and in an iPhone game which has already been downloaded more than 200,000 times.