Just Eat plots digital focus with hire of M/Six to £6m media brief

Just Eat has tapped M/Six to handle its £6m media account as part of wider plans to ramp up its digital efforts.

The online takeaway ordering platform has relied heavily on TV and offline media – including a three-year sponsorship of Derby County and sponsorship of ITV dating show Take Me Out. – to drive brand awareness. However, it is now looking to invest in a “bblder, braver” digital strategy to take it into its next phase of growth.

“m/SIX presented a truly impressive, forward-thinking pitch, demonstrating real acuity in digital and data-driven strategies,” said Lucy Milne, UK marketing director for Just Eat.

“As two new-age businesses with digital and tech at their hearts, m/SIX feel like the perfect partner to help lead our business and brand in the direction we’re aiming for.”

Last year, it saw its active user base grow by 35 per cent to 6.9 million and now has over half of its orders made through mobile.

M/Six won the account from six-year incumbent Havas following a competitive pitch run by Ebiquity.

It will work closely with creative agency The Red Brick Road, the shop behind the ‘mini fist pump’ campaign.

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