Just Eat extends The X Factor sponsorship with online-only Just Eat Xtra Bites show

Xtra Bites Becca Dudley

With The X Factor still one of the most-watched shows on TV, food ordering service Just Eat is to capitalise on its lead sponsorship of the programmes by also supporting a weekly online-only chatshow.

The show, 'Just Eat Extra Bites' will be produced by FreemantleMedia to discuss the main talking points from the singing competition. With DJ and MTV presenter Becca Dudley in the presenter’s seat, the show will run asynchronous to its parent IP.

Just Eat has begun running idents championing the singing prowess of the cooks and delivery staff in its network and is searching for the additional exposure of the chat show which will run on both brands’ YouTube channels and through paid media. As a short form piece of media, it will look to engage consumers for two-minute windows.

The show, the brainchild of Byte London, will integrate with Just Eat’s wider activity around the show, in particular, it’s #UnsungSuperstars campaign. It will also look to drive web users towards the specially-designed Just Eat Facebook Messenger chatbot.

Alex Miller, Byte co-founder, said: “We are delighted to have worked with Just Eat and FremantleMedia to create this new concept to support The X Factor. Xtra Bites will showcase Just Eat to a core set of The X Factor fans with an engaging and authentic format.”

Ben Carter, UK marketing director of Just Eat, added: “Just Eat and The X Factor are the perfect combination for Saturday and Sunday nights - bringing the nation great food and fantastic entertainment. We’re pleased to be able to offer viewers Xtra Bites, it enables Just Eat to be an integral part of The X Factor experience and perfectly complements the on-air activity.”

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