Online takeaway service Just Eat is launching a £5m campaign to unveil its new brand positioning: 'Don't Cook, Just Eat'.
The TV ad campaign, which launches on ITV on Saturday, encourages people to eschew home cooking in favour of ordering from their favourite local takeaway online.
It features a motley crew of rebellious takeaway chefs who are on a mission to prevent amateur cooks from making their own dinner.
Richard Murfitt, head of brand marketing at Just Eat, said: "For too long the occasional takeaway, made and delivered direct to your door, has been demonised, and spending hours in a hot and sweaty kitchen, after a long day at work, has been championed as the way forward. We’ve had enough, and we’re saying to the people of Britain 'Don't Cook, Just Eat'."
As well as the TV campaign, 'Don't Cook, Just Eat' is being supported by a two phased digital campaign. The first phase sees a 90 second spoof video mash up highlighting the dangers of cooking.
The second wave of activity treats customers to a 40-second, user-generated mash up of the order they have just placed using clips dynamically pulled in from YouTube, in order to entertain them while they wait for their delivery.
The audio is auto-tuned against a music track to create each order’s own unique takeaway-inspired music video. Once the customer has viewed their video they are invited to share it via Facebook, Google+ and Twitter.
The new Just Eat branding came out of workshops with the company's senior management team and the consultancy On Your Feet