Just Eat typically takes an irreverent approach to advertising. In the past year alone it’s sent delivery drivers to Love Island and lip-synced over official BT Sports footage. However, in the midst of the Covid-19 pandemic it’s marketing team has been focused on creating messaging around public health, instead of building brand equity.
Online takeaway orders have surged in the UK over the past month, as the government continues to implore people to ‘Stay at Home’. In line with this, Just Eat’s UK marketing director Matt Bushby said the brand has had to quickly adapt its advertising.
“The role of marketing in the last month has changed, we’re playing is more of a support role than a promotional role," he said during an interview as part of The Drum's ongoing Digital Transformation Festival.
“Our marketing message has become more about providing information around things like contact-free delivery. [Our marketing and comms team] has also been working with restaurants and couriers to help them to understand what that means, so they can then help customers understand at the door.”
In March, Just Eat unveiled a series of measures designed to help its takeaway partners, couriers and customers. This has included working with restaurants to help them understand government guidance and offering them a 30-day emergency financial support package. For customers, it has unveiled ‘contactless’ doorstep delivery and 25% discount for NHS workers. Couriers who need to self-isolate have also been offered financial support from the business.
Bushby said: “No day that’s the same and we’ve had to react quickly because we are playing a really important role in providing food and support for communities”
"In many local areas, it’s the case that local takeaways are the only things open along with pharmacies and supermarkets, so it’s important for us to support them financially but also through advice around how recent government legislation will affect them”
He added: “We want to make sure we’re doing our bit and helping during incredibly difficult times.”