• Just-Eat wants to get more Brits ordering their takeaways via its easy to use portal
• TV ads targeted at peak ordering times and days reach out to digitally enthused TV addicts
• Orders are up more than 10% overall and increased by 66% on Saturdays.

The challenge

Brits love a takeaway and 25m of us order out for food once a month. The barrier for many, however, is the ordering process: finding tatty menus that often are out of date, calling with the order and then finding the cash for the delivery driver.

Just-Eat.co.uk is an online solution to these problems, providing instant access to affiliated local takeaways, payment by credit card and prompt delivery.

The brand had successfully used search but wanted to make the brand famous, create buzz and drive traffic. The key objectives going forward were to drive orders and increase membership. As a venture capital funded company, however, they could not invest in activity that didn’t show a clear return on investment.

Edwards Groom Saunders identified a target audience of hungry surfers and targeted the north as an area of the UK where the service was well established and had a rich selection of take-away options.

The TV solution

Media consumption data revealed that while hungry surfers were fans of all things digital, they also had a deep love of TV. In fact a quarter declared TV to be their favourite past-time and nearly 20% were “TV addicts”.
Not only did their consumers love telly, Just-Eat also knew that TV was a medium that had a proven track record in helping to grow online businesses and that TV could introduce the brand in an impactful, engaging and audio-visual manner.

Data from Just-Eat.co.uk, identified Thursday to Sunday as key days for takeaways and 4pm to midnight as key times and the plan featured only the sport, entertainment, drama and comedy shows that hungry surfers loved.
Buying ads in just the North of the UK ensured the activity was focused on a region where Just-Eat would be able to deliver a quality service and the insights on programme type, day of week, time of day etc. meant that spot buying could be tailored in only highly targeted, cost effective airtime that made TV affordable within the budget.

Using a strategy dubbed “TV Dinners”, the message rolled out across three courses, starting with in-programme messages, followed by a main course of ads and rounded off with a dessert of On-Demand TV.

Creative featured Belly & Brain, a classic comedy duo with Belly constantly getting in trouble with his attempts to sate his hunger and Brain simply ordering from Just-Eat. The ads were voiced by children’s TV legend Bernard Cribbins.

The campaign started with exposure on LED perimeter boards during the Everton Benfica Europa League game, shown live on Five. Running for five minutes, the message would reach the TV audience and encourage them to order during half time.

Spots ran on ITV and Five across the north for four weeks, targeting the 4pm-midnight period from Thursday through Sunday, putting the message into shows such as TV Burp, I’m A Celebrity and The X Factor.

Finally in recognition that hungry surfers are also likely to timeshift their viewing there were pre-roll ads on 4oD comedy shows.

Results

Just-Eat didn’t just deliver lots of brilliant takeaways. It also delivered great results and TV’s role was easily isolated.

The campaign drove a 37% increase in membership, orders were up 10.8% overall and there was a 66% increase in orders on Saturdays – the key take-away day.

Prompted brand awareness increased 120% in the TV advertised regions
Cost per order was 9.9% below target and the company will be investing more in TV in 2010.

“Our first TV campaign did a fantastic job in introducing the Just-Eat brand to consumers in the North. We may be a comparatively small brand currently but our ambitions are large. The strategy of targeting Hungry Surfers on key take-away days by reaching them at key TV viewing points paid off brilliantly. The fact that we regularly broke daily site order volume records throughout the campaign pays testament to the campaign’s success.”

Mat Braddy,
Chief Marketing Officer,
Just Eat