No more celebrities. No more accelerating ostentation. No more jingle. McCann London has taken Just Eat (Menulog in Australia) down a whole new path in the UK featuring animal characters and a whole new purpose – less for takeaway and more for everything. The new campaign, The Joy of Everyday, highlights all the “everyday” different reasons for using the delivery service positioning the brand as more than an indulgent weekend treat.
The full campaign consists of nine 20-second films and a collection of animals – a family of squirrels, student rabbits, a suburban beaver and otter couple, and city-living moles. Each little scenario is a different moment in which Just Eat is useful.
The campaign also highlights a range of the restaurant partners and grocers available on the delivery app, with the message that wherever you live, whatever your wallet and whatever your choice, Just Eat can satisfy all cravings. The first series of films feature some of Just Eat’s big brand restaurant partners, incorporating Franca Manca, Joe and the Juice, Honi Poke, The Real Greek, Five Guys and grocers Sainsbury’s and Co-op.
The films were directed by Tim McNaughton of the Bobbsey Twins, using puppetry and stop-frame animation. All twelve puppets were conoceived by McCann London creative directors, Matt Searle and Olly Wood, and designed and handmade by Arch Model Studio, the team behind Wes Anderson’s Fantastic Mr Fox and Isle Of Dogs. Real food played a part in the creative, with life-sized food from Just Eat shrunk to fit into the stop-motion world.
Victoria Gold, UK&I marketing director at Just Eat, commented, “As we continue to see a rise in demand for food delivery in non-traditional takeaway moments such as breakfast and lunch, as well as a huge appetite for grocery delivery, it’s key that we show consumers that Just Eat has all their favourite restaurants and grocers for all food-ordering and convenience moments.
The Joy of Everyday aims to show how Just Eat fits seamlessly into people’s lives beyond the stereotypical Friday night takeaway. Our world of charming animal characters represent real people and their diverse food experiences. Each moment is uniquely delightful and universally relatable, positioning Just Eat as the go-to for everyday convenience.”
Tommy Smith, managing director at McCann London, added, “With a growing choice paralysis amongst consumers, we believe there’s no better way to cultivate love and loyalty than by showcasing the perfect union of our furry friends and the exceptional quality supply from Just Eat. Our formula of a slice of life combined with real human (animal) insight equals yet another delivery of joy from the UK’s most beloved on-demand delivery brand.”
The Joy of Everyday replaces Just Eat’s previous UK retail platform, We Got It, while Did Somebody Say remains the global brand platform. Just Eat and McCann London worked with DSC (Diversity Standards Collective), to ensure the campaign authentically and accurately represents the communities brought to life by the animals in the series.
The campaign’s first four films launched in the UK on March 1, across TV, VOD, radio, YouTube and social, with the remaining five to be released in the UK summer.
Credits
Client: Just Eat
Brand Director: Susan O’Brien
Brand Manager: Claire Pointon
Marketing Director: Victoria Gold
Head of Brand: Alice Saleh
Campaign Manager: Megan Hill
Marketing Executive: Vinay Patel
Project Managers: Vaiju Ravi & Mair Roberts
Art Director: Emma Williams
Producer: Zara Ballantyne Grove
Creative Agency: McCann London
Chief Creative Officers: Rob Doubal & Laurence Thomson
Creative Directors: Rob Webster, Alexei Berwitz, Olly Wood & Matt Searle
Strategy Partner: Natalie Lau
Strategy Director: Ipeknaz Erel
Chief Executive Officer: Polly Mcmorrow
Managing Director: Tommy Smith
Business Director: Francesca Goring
Account Manager: Alizée Lawson
Business Affairs Manager: Val Boyce
Heads of Content: Crystal Malachias & Calum Macdonald Ball
Social Manager: Jade Pike
Media: UM & Media Dept®
Production: Craft London
Director Of Production: Jack Bayley
Executive Producer: Dennis Olsson
Producers: Jacob Gardner & Gabrielle Flanagan
Production: Arts & Sciences
Executive Producer: James Bland
Producer: Ewen Brown
Director: Tim Mcnaughton
Production Managers: Lauren Highman & Francesca Resteghini
1st AD: Ben Glickman
2nd AD: Laura Carrion Del Pozo
Director Of Photography: Tristan Oliver
Production Designer: Olly Williams
Production: Arch Model Studios
Managing Director: Andy Gent
Studio Manager: Lisa Hill
Animation: Andy Biddle, Mark Waring, Tobias Fouracre & Steve Warne
Post Production & VFX: Craft London
Producers: Eleonora Busia & Zoe Papadopoulou
Vfx Lead: Thomas Castellani
Vfx Artist: Metin Akcakoca
Online Editor: Andy Williams
Post Production & VFX: Black Kite
Motion Designers: Diogo Gil & Bradley Franklin
VFX Lead: Dan Sanders
Colourist: Rich Fearon
Producers: Phil Whalley & Abi Klimaszewska
Coordinator: Lewes Bridson
Editing: Final Cut London
Editor: Leo King
Edit Assistant: Luke Anderson
Music & Sound: Craft London
Sound Engineers: Gurdeep Singh & Theo Sturgis
