Just Eat Take(away)over
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Brands with the biggest market share can grow when you grow the category. Just Eat is the biggest player in the exploding food delivery market but despite the fleets of bikes delivering takeaways every night only 23% have had one in the past 3 months and saved themselves the pain of washing up. So I started thinking of how Just Eat could challenge behaviour in the category and encourage more people to take the night off by hijacking the Internet of Recipes.
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Just Eat Take(away)over
- 1. From the dawn of time the greatest phrase in the English language has been…
- 2. “ ” Let’s get a takeaway & save on the washing up.
- 3. “ ” Let’s get a takeaway & save on the washing up.
- 4. Source: Mintel 2017: “How often have you bought takeaway/home delivery food in the last 3 months?” 23% Have not bought any takeaway/home delivery And yet….
- 8. Ad Placements in recipe & food sites, Apps and videos Analyse the recipes and dishes mentioned Dynamic ads: Cheeky copy that calls out the time, effort, mess and washing up you save with Just Eat’s version of the dish, with a reward Smart Contextual Media D a t a d r i v e n , r e l e v a n t a n d a m u s i n g c o p y Utensils & Prep Time Database
- 10. Visualise the time and washing up that Just Eat customers have saved themselves in city versus city digital billboards
- 11. Hijack recipes in magazines or books replacing normal instructions with long copy, detailed blow by blow accounts of all the prep and post-meal mess and hard work. Plus a “Save it” CTA.
- 12. = Anywhere a recipe, pot or pan appears… is an opportunity to Just Eat
Editor's Notes
- A little bit of self-justification…
- scratch cooking 42% of people agree that chilled meal kits are a convenient alternative to scratch cooking
- An older audience? “From a pile of washing up to a plate of pasta – find out the surprising sexy-mood killers.” Saga Magazine!
- Take the pain out of recipes and food prep
- Take the pain out of recipes and food prep Contextually integrated copy ads on recipe and food sites
- Smart contextual media ads Scrape page and use algorithm to customise cheeky copy lines.