Just Eat £5m campaign to capture 'celebration' of the takeaway

Just Eat is kicking off a TV ad campaign promoting the "mini fist pump" - a celebration of life's small victories and part of a £5m marketing push that includes social, digital and PR activity.

The campaign replaces the online takeaway firm's "Don’t Cook, Just Eat" brand positioning, which was based on the character of Mr Mozzarella and his crew of takeaway chefs, who were on a mission to stop amateur cooks from cooking at home.

The "mini fist pump" TV ad makes its UK debut tonight (18 September). The campaign is designed to capture the victorious feeling consumers get from ordering a takeaway and getting it delivered to their door.

This weekend will see 40- and 30-second versions of the ad appearing during ‘The X Factor’ on ITV1. Video-on-demand and DRTV channels will also carry the ads.

The commercials, which have been created by agency The Red Brick Road, depict various people celebrating mini victories with surreptitious fist pump gestures, including a panda who shows her partner a positive result on a pregnancy test kit and a middle-aged woman who finds herself seated bedside a young, handsome man on a plane journey.

The TV work will be be supported by PR, experiential and social activity. The campaign will also be rolled out across markets outside the UK in the next six months.

Lucy Milne, the marketing director for Just Eat UK, said: "We’re confident our new brand positioning will further establish our position as the UK’s leading online takeaway service.

"It’s an exciting move for the brand as we look to extend our market reach even further and appeal to takeaway lovers of all ages and demographics.

"After all, takeaway is a pastime the whole nation enjoys, so we wanted to create a campaign which celebrates something we all enjoy while maintaining our playful and mischievous personality."