Challenge

The business opportunity for Just Eat is to expand into new cuisines and new occasions, changing the nation's food delivery habits by becoming the brand that makes food discovery exciting for everyone.


How we helped do the right thing

Changing eating behaviour can be difficult and sometimes it’s hard to articulate what we really want. We know that there’s delicious food potential in all of us, it just needs to be nurtured to action. The only thing stopping us making an exciting food choice is ourselves, so we need to help people unleash their inner food mood.


What happened next

The new integrated campaign helps people to discover new and exciting foods by confronting them with the humdrum choices they’re usually happy to make. To do this, the advertising campaign features a variety of celebrity voices including Bill Nighy, Matt Lucas and Rowan Atkinson speaking through solid but otherwise uninspiring food choices - to inspire people to think about what they really want to eat. The campaign sees eaters realise their inner food mood and pull out the Just Eat app in order to find their flavour.



Success

The brand relaunch has just begun, so watch this space as people open their mouths both to foods they already know and love - as well as finding new favourites.