Reference no: EM133342703

JUST EAT is the world's leading online takeaway ordering service, operating in 13 countries. They are pioneers in their sector, establishing an online marketplace for ordering takeaway food online connecting over 74,000 local independent restaurants with more than 19 million consumers. Following the launch of their "Don't Cook, JUST EAT" challenger brand repositioning the company introduced audiences to a band of rebel takeaway chefs, led by the impressively mustachioed Mr. Mozzarella (AKA, The Mozz).

Positioning themselves as the "anti-cooking rebels," JUST EAT seeks to change the way people look at takeaway, helping hard-working consumers reject the convention of having to whip up cordon bleu meals at home (thanks to nagging TV chefs). This anti-cooking marketing approach gave JUST EAT lots of opportunity to create fun, engaging social media content to amplify their "Don't Cook" message and to reflect their cheeky, irreverent and rebellious tone of voice.

JUST EAT launched a multi-channel campaign to reinforce their maverick brand. First, Mozz and associates kidnapped TV chef Antony Worrall Thompson in a 90-second one-offad spot, which aired during a high rating Saturday night TV show. To further engage audiences, JUST EAT used social media to advance the storyline - encouraging fans to follow Worrall Thompson's plight while in captivity via Facebook, Twitter and the campaign's dedicated microsite.

The celebrity chef was comically punished for trying to make people cook cordon bleu meals at home throughout the week-long campaign. Fans were encouraged to teach Worrall Thompson a lesson by slapping him cross the face with a catch-of- the-day fish in an online game that was sharable on Facebook and Twitter.

The online community responded well to the kidnap campaign and, in turn, JUST EAT experienced high levels of brand engagement. By challenging people to beat their previous fish slap high score and fostering friendly competition, JUST EAT was able to strengthen their new brand positioning and increase awareness of their service. Entertaining, sharable content was key to JUST EAT's social success, and paid promotion of content via sponsored stories helped JUST EAT get their message in front of an even larger audience. Analytics showed the
#JUSTEAT kidnap hashtag was used 1379 times over the week-long campaign. Furthermore,

Worrall Thompson was slapped 850,000 times, suggesting that JUST EAT had created content that resonated with their fans and followers.

Question 1. What concepts from the chapter apply to this case?

Question 2. How do they apply to the case study?

Question 3. What are the implications for a marketer?

Question 4. Prepare discussion questions for the class to discuss this case as a group.