Taste Something Different Tonight
In an effort to drive incremental orders and increase brand awareness, Just Eat set themselves apart from the competition by staking claim of dinnertime delivery. We used food photography and copy that spoke to the five senses: touch, sight, sound, taste, and smell—showcasing what we offer in a unique, cheeky way that was true to our brand.
This campaign was executed through a combination of above-the-line, offline, digital and street level activation tactics focusing on winning neighbourhood-by-neighbourhood in our key cities.
Pulling key data from our top cities, we used imagery that aligned with the most ordered cuisine types. We then literally invited people to Taste Something Different by visiting the Just Eat food trucks. A 25% discount was offered to consumers who stopped by the food truck for a sample.
This also enabled us to launch our city-level Instagram accounts.
Over 290 million impressions across key cities in Canada. Creative was featured in OOH, and transit
targeting key commuter times.
40 million impressions across 30 sec EN/FR radio spots, radio tags and NHL TV sponsorships.
8k orders from the foodt ruck activations, and we added over 250+ followers to our city-level accounts within 3 weeks.