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Amid messy Just Eat merger, Takeaway.com appoints We Are Pi as global ad agency

Amid messy Just Eat merger, Takeaway.com appoints We Are Pi as global ad agency

Takeaway.com has appointed a new ad agency in We Are Pi amid the ongoing battle to merge with food delivery giant Just Eat.

The Dutch company selected the Amsterdam-based creative shop as global agency of record following a competitive pitch.

It said that it is currently undergoing “rapid growth” in Europe and plans to ramp up its global marketing efforts to support international expansion. The agency will develop a new comms strategy and a global ad campaign to attract new users to the service.

“Takeaway.com is undergoing rapid growth and in We Are Pi we found an international creative agency partner that matches our ambitions. In the end we picked We Are Pi for its ability to show big strategic vision, sharp execution and bring us along on the journey with a collaborative modern way of working,” said chief marketing director Maurine Alma.

It marks a major refocus on marketing at the food delivery company. It last heavily invested in ATL marketing in 2016 when it launched a campaign dubbed ‘Time for Takeaway.com’ with ad agency Eigen Fabrikaat, part of the DDB Group.

Activity will likely centre around the upcoming Uefa 2020 championships after Takeaway.com became the official food delivery services partner earlier this year.

Under the terms of the agreement, it will enjoy rights to stadium advertising in addition to being afforded participation in a player escort experience for children and the opportunity to give away tickets for the event.

The appointment comes as the battle to acquire rival Just Eat intensifies. Takeaway.com had agreed to the merger in August in a proposal that would form one of the largest food delivery companies in the world.

However, just a month later investment group Prosus made a rival bid, which it upped this week to £5.1bn. The board of Just Eat has continued to recommend the Takeaway.com’s offer.

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