Just Eat has undertaken a brand refresh, launching a new campaign to kickstart proceedings and revealing that it wants to create the "world's greatest" food community.
The online restaurant delivery service had revamped its brand across all of its UK channels and customer touchpoints, marking a different direction with renewed focus on a broader range of food delivery occasions.
The push will be supported by a significant investment in TV, radio and outdoor media. Part of the initiative includes a refreshed brand identity developed by branding consultancy Venturethree which will be implemented on all products including Just Eat's app and branding offered to restaurant partners.
All these elements are brought together under the brand’s new brand purpose, which it has said is to: 'Make food discovery exciting for everyone'.
The TV ad at the centre of the relaunch was developed by Karmarama and is seeking to help people discover new and exciting foods by confronting them with the humdrum choices usually in their fridges. To do this, the spot features a variety of celebrity voices including Bill Nighy, Matt Lucas and Rowan Atkinson speaking through solid, but otherwise uninspiring food choices, to inspire people to think about what they really want to eat.
Just Eat will launch a new Facebook Messenger Chatbot to help people discover new choices. The bot will reflect the personality of the brand, and will offer up customers who message it a selection of different restaurants that they haven't previously ordered from to sample.
The new campaign will roll out from Friday (16 September).
"With over 100 different cuisines on our platform we can cater for all tastes, occasions, moods and budgets up and down the country and our campaign will encourage people to ‘Find your Flavour’ - from picnics in the park, pizza at the beach or sushi at work," said the brand's UK marketing director, Ben Carter.
“We’re also using this opportunity to make a visible commitment to help our restaurant partners own the branded delivery experience in the ‘last mile’. We’re making a significant investment in our restaurant branding programme including new jackets for delivery drivers and the first ever scooters in Europe to carry branded light boxes.”
"Our new brand recognises what Just Eat has achieved so far while setting the tone for where we want to go next. It marks an evolution in our approach to meeting our customers’ changing expectations and adding more value to the relationship we have with our restaurant partners," said Barnaby Dawe, global chief marketing officer at Just Eat.
"Making food discovery exciting for everyone’ means we are offering more variety and making great food choices easier to find: whether it’s the food we know and love already, or finding a new favourite. We will be rolling out the new brand globally over the course of the next 12 months."