New £5m ‘Don’t Cook’ campaign from VCCP for Just-Eat

With the cri de coeur ‘Don’t cook, JUST EAT!’ a gang of angry, assorted takeaway chefs roam the streets looking for people attempting to cook for themselves.  Idiots!  Don’t they know that’s the job of the nation’s thousands of takeaway chefs?  Perhaps these people need to be taught a lesson….

Following a complete overhaul of the brand’s positioning, JUST EAT, the world’s leading online takeaway delivery service, launches a new TV ad campaign from VCCP, part of a £5 million spend, and supported by PR, marketing, social and digital content.

The 30” launch ad introduces audiences to Mr Mozzarella, AKA “The Mozz”, Mr Basmati, Mr Sweet and Mr Sour, Mr T-Bone, Mr Sashimi and Mr Halloumi - a hapless but impassioned bunch of rebellious takeaway chefs, who will stop at nothing to prevent people from cooking for themselves. The first of two supporting 20” ads shows a woman about to wheel her trolley into a supermarket being told to ‘Turn back, Cicciolina’ by the chefs.  The second see the chefs cavorting in a forest clearing as they feed cookery books into a wood-chipper.

Richard Murfitt, Head of Brand Marketing at JUST EAT, said “For too long the occasional takeaway, made and delivered direct to your door, has been demonised, and spending hours in a hot and sweaty kitchen, after a long day at work, has been championed as the way forward. We’ve had enough, and we’re saying to the people of Britain 'Don't Cook, JUST EAT'."

Oliver Lewis-Barclay, Business Director at VCCP, said “Just-Eat are a rebellious bunch of individuals in any case, so it was highly appropriate to give the brand a comms idea to match, with cooking as the brand’s sworn enemy.  Our rebel chefs will be introduced on TV, but they’ll also be very active in social, with loads of content for people to view, plus guerrilla and ambush marketing activity, so people can get to know the gang and join the movement.” 

VCCP delivered the overall ‘Don’t cook, JUST EAT’ campaign idea, and produced the TV ads and online video content, whilst PD3 is overseeing digital as part of its experiential and content marketing activity for the business.  Someone in London have developed the design guidelines and brand identity.

END

About the JUST EAT Group
JUST EAT (@JustEatNews), launched in Denmark in 2001, is based in London and is now active in 13 countries around the globe. JUST EAT delivers over 100,000 meals a day, has received more than 30m orders since the site launched and has well over 1m Facebook fans around the world. There are currently over 20,000 takeaway restaurants signed up to JUST EAT’s site which uses proprietary technology to offer an efficient on-line ordering service. JUST EAT is currently generating over $500m in revenue per year for the restaurant industry and was listed in the TechCrunch Europe Top 100 Index 2010. JUST EAT was also recently ranked number 28 in the Sunday Times Tech Track 100.