Just Eat and McCann try to teach the world to eat

The digital economy has transformed the rather mundane business of ordering a takeaway and Just Eat is trying to grab the biggest global share against Deliveroo and Uber Eats, among others.

McCann London has been entrusted with the job by Just Eat’s Peter Duffy, a highly respected client. Sister agency UM has won Just Eat’s media so it’s full service – almost.

So, have they cracked it?

Just Eat global brand director Susan O’Brien says the campaign aims to “make Just Eat synonymous with takeaway delivery. It celebrates how we deliver not only food but the delight people feel when their favourite takeaway arrives, no matter where in the world they are. We’ve all experienced that moment of joy when the doorbell rings and your food arrives – our new ‘Did somebody say Just Eat’ mnemonic celebrates that perfectly.”

Mnemonic indeed. And it is, in many ways, a traditional old-style campaign – for all the CGI bells and whistles – based on a jingle. Could be from McCann’s Coca-Cola song book.

We’re supposed to like these and the proof’s in the poppadoms.

Not entirely sure.

MAA creative scale: 5.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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