Just Eat: Driving value locally
JUST EAT works with more than 20,000 small businesses throughout the UK and our brief was to help build as well as positioning it as a responsible business leader.
Whether it’s supporting local businesses with their marketing or providing new technology to make their operations more efficient, JUST EAT enables independent takeaways to sell online without having to make any extra investments. But JUST EAT must walk the reputational tightrope between driving consumer interest, while at the same time demonstrating that it is a responsible business leader on issues such as the healthy eating debate.
We launched a series of thought leadership and consumer campaigns to raise the profile of Just Eat ahead of its IPO by developing corporate profiling and thought leadership opportunities for the Just Eat UK MD, Graham Corfield. We secured interviews and briefings with the national press where he explained how JUST EAT helps local businesses and ultimately drives growth in the sector. In addition, we placed numerous by-line articles in a range of SME-focused media where Graham provided advice on how local takeaways can win more custom and help grow their businesses.
Alongside helping JUST EAT show how it’s revolutionising the UK takeaway market, we also supported the company in managing the risks with the media, regulators, government and the industry. We helped build relationships for Graham with Defra on food standards and the Food Standards Agency on healthy eating. A measure of our success is that JUST EAT has not got caught up in thorny public debates.
Just Eat was the biggest UK technology float in 8 years with a valuation of £1.5bn.