Just Eat moved to VCCP in February after seven years with McCann, whose “Did somebody say?” campaign had clearly run its course after plenty of highlights and lots of celebrities like Snoop Dogg, Christina Aguilera, Katy Perry and Craig David.
Looks like VCCP has come up with something just as distinctive and a lot more straightforward without celebs to wrangle. The new work is built around the idea that there’s no need to stop what you’re doing and cook a meal because Just Eat is only a few clicks away. “Stay just where you are” gives you permission to bond with your grandchild, keep drumming, stay in an online queue to buy tickets, keep snogging, or taunt your cat.
Chris Birch and Jonathan Parker, chief creative officers at VCCP, said: “’Stay Just Where You Are’ is charming, true, simple, massive and capable of the tiniest nuance. It’s got the chops to make you laugh, cry and hungry all at the same time and it’s been a bloody pleasure coaxing it together with Just Eat who’ve been equally dreamy.”
Ralph Rijks, global CMO of Just Eat, said: “‘Stay Just Where You Are’ moves the brand into a more meaningful and emotional space – one rooted in the moments people value. It’s a simple idea, but one with huge creative potential. It gives us a fresh way to show up consistently across our markets, channels and partners while bringing the breadth of what we offer to life. That’s what makes it such an exciting platform for the next 20 years, which is how we briefed it.”
Very nicely done and clearly it has pretty much infinite potential, as well as allowing plenty of space for cultural differences across markets – although it could be challenging to keep up the momentum with such a simple idea.
VCCP has unashamedly idealised the motivations for ordering a takeaway. Most people probably do it after a stressful day at work or because they prefer to stay slumped on the sofa in front of the TV rather than cook a meal. But let’s put that aside and enjoy the romance.
MAA creative scale: 7.5
