A grandfather engrossed in his new grandson and who enjoys giving him a bottle because he doesn’t have to worry about cooking is the image that illustrates “Stay Just Where You Are”, Just Eat Takeaway’s new global communication platform. The delivery service launches a new stage of communication defined by a more emotional, elevated discourse focused on the enjoyment of quality time.

The company has launched the positioning, worked together with the creative agency VCCP and conceived for long-term development in order to lay the foundations of brand communication for the coming years. The strategy focuses on the value of the service beyond the indulgence of food and highlights the way in which home delivery facilitates everyday moments of enjoyment and gives the consumer time back to dedicate to what really matters.

The platform represents a significant change in tone compared to “Did Somebody Say,” which until now had brought the brand closer to humor, music and collaboration with celebrities like Katy Perry. “We’ve built a globally recognized brand thanks to ‘Did Somebody Say’, but the role we want Just Eat Takeaway.com to play has evolved“explained Ralph Rijks, Global Marketing Director of Just Eat Takeaway, in a statement. “‘Stay Just Where You Are’ retains our most distinctive brand assets while moving us into a more emotional and meaningful space. It is a simple idea but with enormous creative potential, which allows us to show ourselves consistently in all our markets, channels and partners.“.

The idea is captured in an intimate advertisement that is based on a universal insight: when someone is experiencing a moment that generates well-being, the last thing they want is to interrupt it to go out to look for food or do the shopping. In this way, Just Eat highlights the relevant role it wants to play in the leisure moments that people genuinely enjoy.
The piece, with production by MJZ, already shows the updated visual identity of Just Eat as well as its renewed jingle “Someone said…”.

The new positioning, as the company has expressed in a statement, is based on data from an international study carried out by Ipsos in Spain. This points out that 58% of Spaniards affirm that when watching a movie or
series does not support any interruption, or that 72% of those surveyed indicate that the home delivery service for restaurants, supermarkets and essential products allows them to dedicate more time to the activities they value.

Patricia Fresneda, appointed Marketing Director of Just Eat Spain at the beginning of September, considers that the new stage of communication is built on a simple, but powerful idea that invites us to live in the present. “There are times when you are enjoying something so much that you don’t want it to end. It can be a moment of fun, inspiration, a special celebration or just a little excuse that makes your day something different. But what is clear is that you don’t want it to end“, commented the directive on social networks. “Interruption is the enemy and making that moment, the spark of life, special. That is where we play a fundamental role, we facilitate your day-to-day convenience, so that you only focus on enjoying yourself.”.

In addition to the main spot, the campaign, as explained by the brand, consists of audiovisual executions and digital content developed by the Girl&Bear studio and photographed by Amanda Fordyce, which capture real situations such as video game games, soccer matches or family afternoons.

In Spain, the launch will have a media campaign, which will include executions with influencers and content creators, as well as on Just Eat’s own channels, to bring the platform to life with real references in national culture, comedy and entertainment.
Media management is carried out by WPP and public relations and social media strategy by Jungle True.