JUST EAT announces nine-month sponsorship deal with UKTV's Dave

By Gillian West | Social media manager

WCRS

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Just Eat article

March 13, 2013 | 2 min read

Online takeaway service JUST EAT has revealed a sponsorship partnership with UKTV’s channel Dave.

JUST EAT will now sponsor Dave and Dave Ja Vu (Catch Up TV) between 4pm and 12am every Saturday, and between 1pm and 11pm every Sunday from Saturday 16 March. The deal sees sponsorship idents, created by VCCP, covering up to 17 hours of programming each weekend. Media strategy was handled by WCRS/Engine and media buying by Havas Media.

The strapline for the idents, ‘Dave Weekends hijacked by JUSTEAT.co.uk’, feature brand ambassador Mr Mozzarella and his hapless crew of takeaway chefs making more attempts to stop the nation from cooking. The tongue-in-cheek ads also feature more mature themes post-watershed, with the ‘saucier’ ads aimed at the Dave audience looking for late night lively entertainment.

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“Our partnership with Dave, famous for its witty, irreverent and comedy programming is a great fit with JUST EAT’s own rebellious and jocular tone of voice. The sponsorship idents go out to an audience who are looking for an easy way to relax after a hard week and gives permission to millions of Brits who fancy kicking back at the weekend with a tasty takeaway treat,” commented head of brand marketing at JUST EAT, Richard Murfitt.

The sponsorship will run for nine months and follows the takeaway service's week-long kidnap of Anthony Worrall Thompson as part of a £1 million integrated TV and social campaign.

Steve North, general manager for Dave, added: “JUST EAT has created humorous and fun sponsorship idents that feel a natural fit for Dave and I’m sure our viewers will find them entertaining.”

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