Food delivery service Just Eat is launching a new UK-focused brand platform that features a cast of wacky Wes Anderson-style animal puppet characters.
Strongly reminiscent of the iconic US director’s Fantastic Mr. Fox, the rustic series of ads was developed by creative agency McCann London as the delivery platform shifts its emphasis from takeaways to all-round convenience.
Throughout the various scenarios a selection of different customer groups are represented, with their differing needs all met by the Just Eat app, designed to showcase its diverse potential.
The stop-motion puppets were designed by Arch Model Studio, which worked on Anderson’s Fantastic Mr. Fox and Isle of Dogs, via a concept devised by McCann creative directors Matt Searle and Olly Wood.
“As we continue to see a rise in demand for food delivery in non-traditional takeaway moments such as breakfast and lunch, as well as a huge appetite for grocery delivery, it’s key that we show consumers that Just Eat has all their favourite restaurants and grocers for all food-ordering and convenience moments,” Just Eat UK and Ireland marketing director, Victoria Gold said.
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“’The joy of everyday’ aims to show how Just Eat fits seamlessly into people’s lives beyond the stereotypical Friday night takeaway. Our world of charming animal characters represents real people and their diverse food experiences. Each moment is uniquely delightful and universally relatable, positioning Just Eat as the go-to for everyday convenience.”
Directed by Tim McNaughton of the Bobbsey Twins, the nine films will be gradually rolled out across TV, broadcaster video-on-demand, radio, social media and YouTube.
With media planning and buying handled by UM, the campaign will be UK-centric, with the platform’s “Did Somebody Say Just Eat” creative to remain as its global brand identity.
McCann London managing director, Tommy Smith added: “With a growing choice paralysis among consumers, we believe there’s no better way to cultivate love and loyalty than by showcasing the perfect union of our furry friends and the exceptional quality supply from Just Eat.
“Our formula of a slice of life combined with real human (animal) insight equals yet another delivery of joy from the UK’s most beloved on-demand delivery brand.”
