Delivery brand Just Eat teamed up with former France international and Manchester United legend Eric Cantona to front a May pan-European marketing campaign linking its takeaway service to June’s UEFA Euro 2020 tournament.
The ‘The Jet Food Delivery’ campaign, which is set to DJ Shadow’s ‘Rocket Fuel’, is led by a TV commercial and online video which blends footage of the brand’s order/collection/delivering service with clips of players preparing for a match.
Seeking to drive usage during the football, the brand’s campaign links action on the pitch to the skills of a delivery bike rider who passes Liverpool defender and brand ambassador Virgil van Dijk before delivering food to none Cantona’s home.
The commercial debuted on 24 May and leveraged the climax of the English Premier League season to put the brand front-of-mind for football fans ahead of the late running international tournament which runs across Europe from 11 June to 11 July
The campaign, which was created by agency McCann London with media handled by UM, will run across 18 European markets in the lead up to and during the tournament.
“Just Eat Takeaway.com will be delivering to millions of people across Europe during Euro 2020, which got us thinking about who could possibly be answering the door,” commented VP Global Brand at Just Eat Susan O’Brien at the launch event.
“Eric and Virgil were the perfect recipients for us to demonstrate that we’re ready and waiting to deliver a huge range of mouth watering food to complement the football. After all, perfect food and perfect delivery make a perfect match.”
The work was created by McCann’s Connor Wynn and Jack Stoten and was directed by Pedro Martín-Calero via Blink Productions.
The creative directors Rob Webster and Alexei Berwitz said of the work: “It takes truly global teamwork to coordinate shoots in Budapest, Madrid, Marseille, Liverpool and Antalya and make an end product that’s equally relevant in multiple markets, with different featured players for each.”
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Cantona also fronted Hotels.com’s May ‘Do Not Disturb Suites’ UEFA Champions League 2021 Final activation.
This campaign is McCann’s first for the brand since it retained the Just Eat account in March 2021.
It also continues to mark a shift in approach after leaving behind its long-running content series with Snoop Dogg and focusing on the ‘We Got It’ campaign promoting the expansion of its services to include major fast food brands including McDonald’s, KFC and Greggs.
Just Eat’s campaign is part of an early wave of marketing work leveraging the lead-up to UEFA 2020 and other recent campaigns leveraging the tournament range from the BBC’s ‘The Wait Is Over’ promo, to Heineken’s ‘Enjoy The Rivalry’ and Hublot’s ‘Fusion Podcast’.
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