When ordering food at home, the whole body is involved. A kind of battle is established between the stomach, which asks for something comforting; the taste buds, which seek maximum flavor; the eyes, which prefer a whim; or the brain, which decides thinking about the pocket. But thanks to Just Eat all parties can emerge victorious, since it ensures that it has an offer for every craving and need.
The delivery platform’s new campaign, titled “Ask for what your body asks for,” has been designed by the Abel agency and highlights Just Eat’s broad proposal, which includes everything from fast food to shopping at the supermarket. It does so by betting on humor, a cinematographic style and a fun staging that addresses the different emotions and sensations that are part of the consumer decision process.
The campaign consists of two different creatives, but in both the brain, eyes, stomach and taste buds come to life seeking identification and emotional connection with users. These are two everyday scenes: that of Pablo on the bus after a long day of work; and Marta’s, ready to order some food for her day at the office.
In both cases, the dilemma arises between the different parts of the body and the internal debate that every person can experience when it comes to selecting products. The pieces have been produced by Finch.
“This campaign brings to life the classic dilemma that we all feel when ordering: that internal battle between craving, reason and hunger“commented Anita Singh, Marketing Director of Just Eat Takeaway in Spain, in a statement. “We tell it with humor to connect with a universal truth, showing that Just Eat is the simple solution to that debate. With our wide variety, from dinner to the weekly shop, we make sure every part of you finds what you need“.
For their part, the agency points out that the terrain of decision-making, and the associated emotions, is fertile ground for creativity and humor. “We wanted to capture the joy that comes when someone is deciding what to order.“; said Nicole Jauncey, Founder and Creative Director of Abel. “The universal idea of how different parts of your body compete when making that decision seemed like the perfect way to bring the concept to life.“.
The campaign expands the “Someone said…” platform that Just Eat has developed over recent years and which, among other things, has featured singers Katy Perry, Christina Aguilera and Latto as protagonists.
It launches in Spain on October 6 and will have activations on television, online video, digital platforms, public relations and radio. It will also be executed on social networks with a set of its own assets and collaborations with influencers.
Has media planning from UM.
