JUST EAT: Takeway Report

CHALLENGE

When JUST EAT moved from being a rebellious start-up to an established FTSE 250 company at breakneck speed, it challenged us to build its credibility as a responsible organisation. We needed to position the brand as a thought-leader with key influencers such as the media and industry trade bodies.

APPROACH

We commissioned a report by the economists at Cebr which established the positive economic contribution of takeaway restaurants to the UK economy in terms of the size of the sector, its contribution to GDP, tax and number of people the industry employs. We then built in JUST EAT data on the different types of cuisines that are being ordered across the UK to show it offers unrivalled choice. To generate regional coverage we developed a series of restaurant case studies from across the nation highlighting the restaurant owners’ dedication to quality. We also briefed in-house teams to produce compelling social media content and infographics to engage consumers directly, supporting the brand’s highly active social channels in sharing the business’ corporate story for the first time.

IMPACT

The campaign delivered 96 pieces of coverage, with 10 national pieces including an interview with UK MD Graham Corfield on BBC Breakfast, and 79 regional pieces. The report was also used as a hook for engaging and building stronger links with takeaway industry trade bodies.

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