After Snoop Dogg, Katy Perry and Craig David, Just Eat's new global platform by VCCP is built on ordinary moments, led by a grandfather meeting his grandchild.
Just Eat has dropped the celebrities. After years of Snoop Dogg, Katy Perry and, most recently, Craig David singing about takeaways, the delivery brand has launched Stay Just Where You Are, a new global platform built on small, ordinary moments that are worth not interrupting. It is the first work from VCCP since it won the account in February, and Just Eat says it is meant to last 20 or 30 years.
The lead film follows a grandfather meeting his new grandchild for the first time, and the brand barely appears: Just Eat is simply the order that arrives so nobody has to leave the room. It is one of eight films, directed by Michael Spiccia through MJZ, about moments people want to stay in, from friends chasing festival tickets to the last hour of sunlight. Eleven social films, shot by Pip & Lib through VCCP’s content studio Girl&Bear, and six minimal posters photographed by Amanda Fordyce cover gaming, football and game nights, as Decision Marketing reported.
The famous “Did Somebody Say” jingle survives, but only at the end, and the visual identity has been refreshed. WPP Media handles media, VCCP Roar the PR and Fabric the social.
Ralph Rijks, Just Eat’s global chief marketing officer, told Marketing Week the reason is practical rather than a wish for something new. Celebrity campaigns produced one glossy film and very little else, and “celebrities are just not that flexible” when a brand needs dozens of assets for different channels and moments. The Craig David work last year was kept on, he said, to “buy the time” to build something more lasting.
This is the more mature strategy, and a brave one in a category where the rivals are loud. Delivery is no longer growing on its own, so Just Eat needs people to think of it on a Tuesday lunchtime and for groceries, not just on a Friday night, and a platform about everyday moments can stretch to all of those in a way a pop star cannot. Rijks says the next phase is the “boring” part, repetition and recognition, which is exactly right.
It is VCCP’s fourth notable launch on this site in a month, after Sour Patch Kids, Vitality and the agency’s win of Ikea. The grandfather film is the best of them, and the most restrained.
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