Just Eat is rolling out a new creative platform around the ‘magical world’ of its food delivery service, kicking off with a 60-second original musical featuring a cast of singing and dancing restaurant owners and a flying scooter.
Following in the footsteps of recent work from Tui and Hotels.com, the spot pays homage to the sunny Hollywood aesthetic of La La Land. It begins with a mum ordering her family’s food from the Just Eat app, before the scene cuts to a Chinese takeaway where anthropomorphic chopsticks high kick.
A delivery driver picks up the order and hits the street, where a cast of workers from pizzerias, chippies and kebab shops musically peddle their wares to a rigged camera. The driver then jumps on his moped and circles into the sky ala Sandy and Danny in the final scene of Grease.
The original musical number, entitled ‘Magic Is Real’, was written by Luis Almau at Soundtree and the brand’s creative agency Karmarama, which worked with directing duo Si & Ad to produce the flagship ad. It will premiere in the first of The X Factor’s live shows this Saturday (28 October), as part of Just Eat’s sponsorship of the talent contest.
The TVC will be supported by the brand’s ‘largest ever channel mix’ comprising radio, digital, social, out of home, PR and restaurant partner marketing.
Ben Carter, UK marketing director at Just Eat, said: “The Magical World of Just Eat opens up the magic of our takeaway world to the British public … we’re putting our 28,000 restaurant partners - the magic makers - at the heart of this brand new campaign.
“Nearly half the population are yet to order food online so we want to attract consumers to experience the food magic that we provide in their local area. This cross-channel campaign will help to build understanding around Just Eat - spreading the message that customers can have the food they want, how they want it and when they want it, at their fingertips.”
Dickie Connell, executive creative director at Karmarama, added: “We live in an age where national brands need more than advertising – they need big, surprising platforms, rooted in insights we can believe in. Because Just Eat is the market leader in magic … we wanted to put that delicious sorcery at the heart of a new platform to inspire the whole business.”