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By Ishbel Macleod | PR and social media consultant

September 18, 2014 | 2 min read

Just Eat, the online takeaway delivery service, has launched its new ad direction with a mini fist pump, as part of a £5m campaign by The Red Brick Road.

The TV ad, part of a campaign which also includes PR, marketing, social and digital, will be aired from Thursday 18 September, and features playful and mischievous scenarios.

From a woman who finds herself sitting next to a hot guy on a plane ride to a young boy finding the last sticker to complete his football album, each of the scenarios end with a fist pump.

Lucy Milne, UK marketing director at Just Eat, said: “We’re confident our new brand positioning will further establish our position as the UK’s leading online takeaway service. It’s an exciting move for the brand as we look to extend our market reach even further and appeal to takeaway-lovers of all ages and demographics. After all, takeaway is a past-time the whole nation enjoys, so we wanted to create a campaign which celebrates something we all enjoy while maintaining our playful and mischievous personality.”

The Red Brick Road helped create the new brand identity, personality and design for Just Eat, with Richard Megson and Matt Davis the creative directors for the campaign.

The Red Brick Road’s managing director, David Miller, said: “Just Eat are taking the world by storm, and we’re chuffed to be part of the online takeaway revolution. We feel this new campaign has a brilliantly broad appeal, while maintaining the mischievousness that Just Eat is already known for.”

The new ad will air during prime-time spots on 20 and 21 September, including during the Saturday show of the X Factor on ITV1.

Social stunts and video on demand will also play a role in the campaign.

Previously, Just Eat campaigns focused on a “Don’t Cook Just Eat” brand positioning, which focused on Mr Mozzarella AKA “The Mozz”.

The Red Brick Road Just Eat

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The Red Brick Road

Red Brick Road are a 14 year old independent agency based in London's Clerkenwell area. Our proposition is clear and focused: we specialize in creating ideas that get your brand a following. One where people cherish you, admire you and essentially become your media - ultimately generating a higher ROI.Our Team operate at the forefront of trends, tech and ideas. We are obsessed with not only getting our clients strong, game-changing results, but also with seeping their brand into culture and getting them under the skin of consumers. We believe in giving comms a long life, not a shelf-life. A brand without a following gets left behind.

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