VCCP has given Just Eat Takeaway.com a new global brand platform, Stay Just Where You Are, after seven years of McCann UK’s Did Somebody Say…

The platform is a reminder that when you’re in a moment that brings you joy, the last thing you want to do is leave. The insight is backed by research showing that 81% of people say they want to spend more time in the moments they enjoy, shifting the focus from solely what Just Eat Takeaway.com delivers to the time it gives back to enjoy the moments that matter. And in research, 72% of people said that having food, groceries and other essentials delivered means they can spend more time enjoying the moments they value.

Stay Just Where You Are brings the breadth of Just East service into a single, emotionally-led creative idea, giving the brand a consistent foundation to bring that role to life. The campaign is directed by Michael Spiccia through production company MJZ, built around eight films, exploring the moments in life people don’t want to leave. From a grandad bonding with his grandchild for the first time to friends locked in trying to secure festival tickets or making the most of that last hour of sunlight.

VCCP’s content creation studio Girl&Bear produced an additional eleven social films shot by Pip & Lib, and six OOH executions photographed by Amanda Fordyce. These use a minimalist style to observe a collection of moments spanning gaming, watching football, hanging out with friends and a family enjoying game night. 

Ralph Rijks, global CMO, Just Eat Takeaway.com, commented, “We’ve built a well-known brand through ‘Did Somebody Say’, but the role we want Just Eat Takeaway.com to play has evolved. Stay Just Where You Are retains our distinctive brand assets, while moving 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.”

Chris Birch and Jonathan Parker, chief creative officers at VCCP, added, “Stay Just Where You Are is one of those lovely winged unicorns that drops out of the sky every now and again in a pitch process and you’re just happy to jump on its back. 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.”

The launch of Stay Just Where You Are is accompanied by an updated visual identity and Did Somebody Say mnemonic, building on the strong equity these assets have established while evolving them for a new creative direction.

The campaign spans TV, OOH, social, print, radio and PR. Media was managed through WPP Media; PR executed by VCCP Roar; and social delivered via Fabric.

Credits:

Client: Just Eat Takeaway.com
Global Chief Marketing Officer: Ralph Rijks 
Global Head of Brand & Campaigns: Stuart Eaton 
Global Brand & Campaigns Lead: Georgie Maude
Global Head of Creative: Emily Avery 
Global Lead Art Director: Emma Williams 
Global Brand & Digital Lead: Amy Short 
Global Brand & Digital Marketing Managers: Lucy Andrews & Luke De Benedictis
Global Head of PR & Influencer Marketing: Sam Bristowe
UK – Head of Marketing & Communications: Emma Wood
Germany – Head of Brand & Campaigns: Phillipp Obenaus 
Netherlands – Head of Brand & Campaigns: Valentine Snoeren

Agency: VCCP
Chief Creative Officers: Chris Birch & Jonathan Parker
Creative Directors: James Lucking-Pham & Oscar Gierup
Creative team: Josh Baggott & Sam Huckle
Chief Executive Officer: Andrew Peake
Managing Partner: Bridget Limbrey
Business Director: Lucy Roberts
Account Director: Natalina Robarts & Nathan Thomas
Senior Account Manager: Harriet Wilkinson
Account Coordinator: Ben Cotterill
Chief Strategy Officer: Michael Lee
Joint Head of Planning: Ross Cameron
Planner: Liberty Covill
Agency Production: Girl&Bear
Senior Integrated Creative Producer: Mish Dent 
Senior TV Producer: David Vass
Head of Broadcast Affairs: Alexia Collins 
Broadcast Affairs Manager: Martin Eels
TV Production Assistant: Oona Webster Jones

Agency: VCCP Social Club 
Managing Director: Bridget Limbrey
Executive Creative Director: David Feldman 
Creative Directors: Lucy Hancock and Rachael Kendrick 
Creators: Masie Vickers and Charlotte Kelly 
Head of Social Strategy: Tiffany Mondesir 
Social Producer: Sally Pendleton 

AV Production Company: MJZ
Director: Michael Spiccia
Producer: Emma Butterworth
Managing Director: Lindsay Turnham
Executive Producer: Dickie Jeffares
Head of Production: Lucy Jones
Production Manager: Dulcie Menzie
Director of Photography: David Foulkes
1st AD: Benji Edwards

Post Production Company: Time Based Arts
Colour: Company3
Audio Post-Production: Factory Studios
Music House: The Hogan
Mnemonic: String and Tins

Stills & Motion DOOH Production Company & Post-Production: Girl&Bear
Photographer: Amanda Fordyce
Stills Retouchers – Stanley’s Post

Social Production Company: Girl&Bear Studios
Directors: Pip&Lib
Producer: Agnes Szyperek 
Executive Producer: Charlotte Borrell

Editing: Stitch Editing
Grade: Rascal
Post Production: Online & VFX – Girl&Bear 
Audio Post Production: Runamok Studi