Food ordering platform Just Eat has sealed a dinner date with The X Factor, a broadcast sponsorship that will generate significant exposure throughout the ITV flagship singing competition’s 14th series.
Bringing life to the sponsorship which encompasses off and online branding touching down with all formats of the show, will be the ‘Chef Factor’ campaign, the brand’s hunt for the best singing takeaway chef in the land.
Just Eat will scour its 27,600 restaurant partners for the cook with the best vocal chords, giving entrants pride of place in the idents at the start and end of commercial breaks. It builds upon the company’s 2016 sponsorship of the X Factor app.
Barnaby Dawe, chief marketing officer of Just Eat, said: “It’s a great fit for both brands as we each play a key role for millions of people every weekend. Last year over 39 million people watched The X Factor, so the partnership will give the Just Eat business a fantastic opportunity to reach an even broader audience.
“We are especially pleased that we can use The X Factor sponsorship as a platform to celebrate our restaurant partners and drive orders to all of them. To have the opportunity to showcase the breadth and diversity of their cuisine – as well as their singing talent – is incredibly exciting for Just Eat.”
Simon Daglish, deputy managing director, commercial, ITV, added: “The X Factor is one of the biggest shows on TV and Just Eat were a big part of the last series as sponsors of the official app. I’m delighted that they will be extending that sponsorship for the new series and joining together two brands well known for creating fantastic weekends.”
Just Eat will also offer UK customers exclusive access to the show, culminating in behind the scenes content and ticket giveaways.
The sponsorship was negotiated by Just Eat’s media planning and buying agency, M/Six, and the creative platform is being developed by Karmarama.