This is a presentation of the campaign proposal for the food delivery brand Just Eat. Includes creative concept, actions and budget.

1. Andrea Iborra Pizarro
Spring Campaign
2017

2. 1 Goals and target
2 Context
3 Concept
4 Actions
5 Calendar
6 Budget
7 Results
INDEX
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3. Goals and target
1
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4. Launching a spring campaign on 2017 in order
to achieve the following:
• Moving people from fast food to variety
• Increasing app order share: from 30% to 40%
Goals
Sub-Goals • Increasing number of orders during
working days (13h-17h)
• Changing perception that food ordering
is a good solution not just while you are
at home but also at the office.
GOALS & TARGET1
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5. Target
Young professionals and
students, 18-40, who love to eat
but do not have time to prepare
their own meals for lunch.
GOALS & TARGET1
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6. Target
GOALS & TARGET1
They live in big Spanish cities and work and/or
communicate the whole day through mobile devices with
friends and colleagues.
They occasionally order food delivery at home for dinner
or during weekends and their usual choice is junk food.
Young professionals and
students, 18-40, who love to eat
but do not have time to prepare
their own meals for lunch.
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7. Context
2
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8. CONTEXT2
With our lives busier than ever, when you
are hungry and on the run, fast food can
really be the best option. It is quick, tasty,
and, best of all, convenient. But it is also
loaded with calories, repetitive and heavy.
Are you a foodie?
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9. CONTEXT2
However, in this context there are many
consumers who identify themselves as
“foodies” and have high expectations when
it comes to the quality of ingredients and
food daily experiences, but at the same
time they lack the ability, time or desire to
cook for themselves.
Moving them to a healthy, varied and
well-balanced option is a challenge for an
online food delivery brand like Just Eat.
People just need to know where to look for
and how to order.
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10. Concept
3
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11. “La comida entra por los ojos”
“Se conquista por el estómago”
“Amor por la cocina”
“Este plato es un poema”
CONCEPT3
Spanish Insights
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12. We all tend to choose easy-to-eat meals,
simple options, sometimes fried finger
food with no need to even use a dish.
So in this context, what is
happening with dishes?
People have forgotten it and
Just Eat can’t allow it.
CONCEPT3
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13. The plants bloom, the colors of our
environment change and it is when
feelings begin to externalize.
CONCEPT3
Spring
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14. The plants bloom, the colors of our
environment change and it is when
feelings begin to externalize.
We fall in love with what amazes us,
what gets us out of the routine, what
is alive, attractive, colorful, what
makes us feel good.
CONCEPT3
Spring Love
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15. The plants bloom, the colors of our
environment change and it is when
feelings begin to externalize.
Spring
We fall in love with what amazes us,
what gets us out of the routine, what
is alive, attractive, colorful, what
makes us feel good.
Love
What do you think first when
choosing what to order for tonight?
Burger?pizza? Or if you are ordering
food to your office? Sushi, maybe?
Dish
CONCEPT3
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16. Spring + Love + Dish
CONCEPT3
Concept idea for the campaign:
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17. CONCEPT3
“Conquista a tu plato”
(Seduce your dish)
Concept idea for the campaign:
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18. Actions
4
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19. ACTIONS4
The campaign will be developed around the
main concept idea of “Seduce your dish”.
That is why it is proposed to launch different
actions in ATL - BTL that converge to social
media and the Just Eat App. This campaign
will use all communication channels
that the brand has, exploiting trends as
Instagram.
Media goal
Repositioning Just Eat in the consumer’s mind as a
marketplace with a large variety of food that allows you
to eat well/healthy daily beyond fast food.
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20. ACTIONS4
Spots
The core of the campaign will be a series
of three 20’’ spots. Each spot will share one
of the “3 infallible techniques to seduce
your dish”.
As follows: the variety, attractive plating,
and the element of surprise. The spot will
encourage the viewer to download the app
and become a true “food lover”.
Branding (TV)4.1
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21. ACTIONS4
Product placement
Linking the campaign core idea to a successful TV
program where “love” and “food” are key elements
(eg. First Dates of Cuatro TV channel).
Branding (TV)4.1
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22. ACTIONS4
From there, ad creativity will be adapted to other points of
contact, maintaining coherence and consistency in the message:
YouTube Display Ads Social Media
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23. ACTIONS4
Campaign Microsite
www.just-eat.es/conquistatuplato
In this site Just Eat will publish the “main techniques
for food lovers to seduce their dish”. The page will also
show the ideas and messages from the Instagram and
Twitter communities taking part in the actions of those
platforms.
Engagement4.2
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24. Quien me trajera hoy lubina a esta
triste oficina #conquistatuplato
Todo lo que me trae @JustEat es un poema
para mi estómago #conquistatuplato
Porque muero si no tengo tus besos en
rebanadas, como los buenos quesos!
#conquistatuplato
El amor sin un beso es como comer espaguetti
sin queso #conquistatuplato
Eres guapa, guapa como la tortilla de patatas
#conquistatuplato
Entrecot ven a mí y cámbiame este día gris
#conquistatuplato
Cuando te vea llenito de albóndigas caseras
serás mi alma gemela #conquistatuplato
Twitter
“Book of Poems”
The challenge here for twitter users will be
to send catcalls or love poems to their dish
in 140 characters (to seduce it) and using
#conquistatuplato.
Best catcall of the week will win a special
voucher for Just Eat app.
ACTIONS4
Engagement4.2
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25. Instagram
Plate it up!
A competition where the most important
thing is the visual presentation of the food
order in the dish as a way to seduce it.
ACTIONS4
Engagement4.2
justeat_es
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26. 1st May
Monday 1st May is the International
Workers’ Day and as our target segment
is professional people, Just Eat will do a
creative street marketing action to get
more brand exposure and engagement
with the potential consumers.
ACTIONS4
Street Marketing4.3
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27. Calendar
5
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28. TV
Facebook
Instagram
Youtube
Spotify
SEM
E-Mailing
Street MK
Spots
Product Placement
Promoted Post
Promoted Post & videos
In-stream Video Ad
Banners
Display
CALENDAR
This campaign has 3 months length: from the 21st March (beginning of Spring) until the 20th June.
Note: 10-17th April TV exposure and investment will be reduced due to Holy Week.
Timing
5
MEDIA ACTION MONTH 1
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
MONTH 2 MONTH 3
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29. Budget
6
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30. 35 %
60 %
5 %
BUDGET
Campaign budget ATL
Spot
Product placement
Digital
Facebook
Instagram
Spotify
Influencers
Youtube
SEM
Email marketing
BTL
Printed material
Street marketing
Total
140.000 €
240.000 €
20.000 €
400.000 €
6
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31. Results
7
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32. Metrics & KPI’s
RESULTS7
Goal one
Goal two
Move people from fast food to variety
• Category of food most ordered
• Variety of restaurants available (organic,
gluten-free, vegan food, soup & stew)
• Searches made on site
Increase app order share: from 30% to 40%
• New app downloads
• In-app orders within the campaign
• Average Revenue Per User
• User Acquisition (Cost Per Install)
• Session Length
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33. Andrea Iborra Pizarro
Thanks ;)