Brands with the biggest market share can grow when you grow the category. Just Eat is the biggest player in the exploding food delivery market but despite the fleets of bikes delivering takeaways every night only 23% have had one in the past 3 months and saved themselves the pain of washing up. So I started thinking of how Just Eat could challenge behaviour in the category and encourage more people to take the night off by hijacking the Internet of Recipes.

1. From the dawn of time
the greatest phrase in
the English language
has been…

2. “
”
Let’s get a takeaway & save on
the washing up.

3. “
”
Let’s get a takeaway & save on
the washing up.

4. Source: Mintel 2017: “How often have you bought takeaway/home delivery food in the last 3 months?”
23%
Have not bought any
takeaway/home delivery
And yet….

5. Meal Kits
Scratch Cooking

7. Just Eat.
Recipe Takeawayover.

8. Ad Placements in recipe
& food sites, Apps and
videos
Analyse the recipes and
dishes mentioned
Dynamic ads:
Cheeky copy that calls
out the time, effort,
mess and washing up
you save with Just Eat’s
version of the dish, with
a reward
Smart Contextual Media
D a t a d r i v e n , r e l e v a n t a n d a m u s i n g c o p y
Utensils & Prep Time
Database

10. Visualise the time and
washing up that Just Eat
customers have saved
themselves in city versus city
digital billboards

11. Hijack recipes in
magazines or books
replacing normal
instructions with long
copy, detailed blow by
blow accounts of all the
prep and post-meal mess
and hard work. Plus a
“Save it” CTA.

12. =
Anywhere a recipe, pot or pan appears… is an opportunity
to Just Eat