On 7 June Just Eat launched a summer of soccer social campaign called ‘Put It On A Plate’ that aims to encourage UK footie fans to order takeaways during the World Cup.
To celebrate Russia 2018 and to spoof the quaint British fad for dodgy memorabilia (think royal weddings etc), the online food order and delivery brand is offering up limited edition commemorative football plates baring quirky designs in homage to football legends and iconic sports moments.
The brand is giving hundreds of limited plates through the tournament to consumers who order on the Just Eat app.
The first dish in the set features Liverpool and England legend, footie pundit and rapper John Barnes.
The offer’s promotional campaign, developed in harness with creative agency Dark Horses, is based on the eclectic idea that fans will want to lick Barnes’ face clean.
The campaign is led by a 20-second spot sees football legend (pundit and ‘rapper’) John Barnes having his face repeatedly licked and is running online across the brand’s digital channels including YouTube,
Facebook and Twitter.
We put John Barnes on a plate, so you can lick a legend’s face. Order through the Just Eat app to win one from 14 June. #PutItOnAPlate pic.twitter.com/PvgFlt0ZnS
— Just Eat UK (@JustEatUK) June 7, 2018
Subsequent follow-up spots promoting other plates are reported to include one featuring former Italian international and Chelsea striker Gianfranco Zola.
The campaign was created by Dark Horses’ creative Mat Joiner and Rory McCaskill and the ad was helmed by Ben Green of Mindseye.
Another strand of Just Eat’s summer of soccer marketing sees it link up with TalkSport as the ‘the official takeaway partner’ of the radio station’s FIFA World Cup coverage.
Comment:
The video has already notched up 1.5m YouTube views and we think it might be the most bizarre football campaign of Russia 2018.
It is straight out of page one of the Super Bowl marketing tactics book: if it aint’ weird it wont catch fire.
This category sub-sector is proving a rich source of notable World Cup marketing: another stand out campaign in the sector is sees Uber Eats and McDonald’s team up for ‘McDelivery – Find A Team For Pirlo’ (see case study).
Links:
Just Eat
https://www.youtube.com/user/TVjusteat
https://www.instagram.com/justeatuk/
https://www.facebook.com/justeat
https://www.pinterest.co.uk/JustEatUK/
Dark Horses
