Just Eat has delivered something no one asked for by shuttling its delivery driver into Love Island to mark its two-year deal with ITV's flagship show.
Marking its first official sponsorship of the hit show, McCann London has created 'Get Stuck In'. The series of idents sees Derek, a bang-average Just Eat delivery driver, cause a stir on the island; and of of course, he's not to everyone's tastes.
The campaign launched on social media on Sunday in conjunction with the first-ever Love Island winter series, ITV's attempt to double down on one of its most successful shows.
Derek plays into all the tropes of the show from slow-motion entrances to competing in challenges and flirting with the ladies.
Love Island commentator Iain Stirling appears to give an authentic voice-over on the spots called 'Entrance' (above), ‘Aftersun’ and ‘Unseen Bits’.
Matt Bushby, UK marketing director Just Eat, said: “Love Island is without doubt the most talked-about show on TV, especially among 18-34s. These young, urban consumers are driving the growth of the food delivery sector and our sponsorship of Love Island enables us to continue building affinity with them. We look forward to amplifying the joy of villa life with Derek’s emotional rollercoaster of burgeoning love, bro-mances and bombshell break-ups over the next six weeks.“
Rob Webster, creative director, McCann London, added: “This campaign puts Just Eat, the UK’s biggest food delivery brand, right at the heart of the action in the shape of the totally unexpected, yet entirely loveable islander, Derek, the Just Eat delivery driver. It’s playful, entertaining and sure to get everyone stuck into villa life.”
The two-year sponsorship starts from now and includes two series a year.
The wider through the line campaign sees social from Byte London, PR by Taylor Herring and experiential by Mission. Just Eat’s 35,700 restaurant partners will also participate in the activity and the sponsorship will further resonate on ITV's ‘Love Island: The Morning After’ podcast.
Vote for the campaign below in The Drum's Creative Works.