Just Eat reveals singing chef and delivery driver idents for the X Factor

Food delivery app Just Eat is making the most of its prime-time sponsorship of ITV’s The X Factor with catchy creative showing the musical talents of the chefs and delivery drivers in its network.

Creative agency Karmarama produced 40 idents with the show’s host Dermot O’Leary, each of which will air during the show’s ad breaks from Saturday 2 September 2017, each weekend.

Nine of Just Eat’s 28,000 restaurant partners have made the cut to perform in front of the nation, entertaining and enticing viewers with an array of diverse cuisine. Much like the show itself, Just Eat entrants were put through a rigorous audition process.

Nik Studzinski, chief creative officer at Karmarama, said: “Sponsorship idents for the nation’s biggest talent show gave us the perfect opportunity to shine a light on the unsung talent of Just Eat’s restaurant partners. Our creative concept of showcasing chefs that can sing as well as cook up a storm meant we could create highly relevant, entertaining comms and establish an unbreakable link between the brand and the show.”

Ben Carter, UK marketing director of JustEat, added: "We wanted to be able to champion the real heroes of the weekend – the chefs and drivers from our restaurant partners who work tirelessly behind the scenes – and give them a chance to shine on national TV.”

The last season of the show attracted 39 million viewers, an audience Just Eat will be keen to connect with in its extended role with the show.

Just Eat: Chef Factor by Karmarama

Added 31 August 2017
Agency: Karmarama
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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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