Just Eat looks to reach more females with £5m brand campaign

Just Eat is launching a £5m brand campaign to mark a change of direction for the brand’s marketing as it seeks to reach a wider audience than its current male-slanted customer base.

Video: Just Eat TV ad

The humorous multi-media campaign centres around the idea of a mini fist pump, celebrating life’s little wins – such as a baby whose mother has come into the room to breast feed him, a woman who is sat next to an attractive man on a plane to a girl who receives a text from her boyfriend asking if she’d like a takeaway.

The campaign, created by The Red Brick Road, launches today (18 September) and is a departure from the brand’s use of its “Don’t Cook Just Eat” positioning and Mr Mozzarella brand character.

Lucy Milne, Just Eat UK marketing director, told Marketing Week the company has “aggressive growth plans”, which include widening its current customer base.

She adds: “We’ve done a great job in talking to the laddish, younger part of the market. But we see a great opportunity in what we call ‘on demanders’: young professionals with a slight female skew.

“The campaign is quite a departure from before and it lands a different tone of voice. We’ve been a bit more pokey and rebellious before – and this is absolutely not about us losing our edge – but it’s much more about us being a spirited and mischievous ally.”

The £5m media spend is an increase on previous campaigns, which Milne says is in line with the business’ growth. The campaign’s success will be measured on its ability to acquire new customers and grow order numbers.

Just Eat reported a 58 per cent increase in revenue to £69.8m and a 200 per cent jump in profit after tax to £6m in the six months to 30 June.

The company, which was founded in Denmark in 2000, floated on the London Stock Exchange in April this year and entered the FTSE 250 in June.

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