Incoming AOR and main partnership coming to an end point to change
Deliveroo and Uber Eats have continued to pile the pressure on Just Eat who lost some market share to them in the latter stages of 2018. Just last week the company was ousted from the FTSE 100 following a difficult six-month period where share value fell nearly 40%. A shake up of marketing is inevitable once a conclusion of the drawn-out AOR pitch process between McCann, Mother, Anomaly and Chime is reached – and this will likely include a review of partnerships.
X marks the spot: The brand’s £30m two-year X-Factor partnership shows the importance of a mass family audience to its commercial strategy. The initial deal, negotiated by Barnaby Dawe who stepped down as CMO in May, comes to an end in 2019 – making it highly likely to come under scrutiny once the new lead creative incumbent is in place. TV takes up the lion’s share of its media spend, but this deal was also heavily activated across digital platforms, apps and the live shows. Any alternative proposal will be expected to deliver the same opportunities for activation.
Just ban it: An early obstacle in 2019 will February’s TfL junk food ad ban – currently Just Eat allocates around 10% of its media spend to OOH media, so in London at least we think it will be exploring different options. There’s also growing media attention around the location of advertising ‘unhealthy’ foods near to schools. Of course, Just Eat offers access to all kinds of restaurants, but when it comes to advertising – and partnerships for that matter – certain channels are going to be off the table.
Just eat more: While the company has historically been very active in international expansion, CEO Peter Plumb has previously noted that the size of the food delivery category (£83bn in its operating markets) means it has an opportunity to drive increased purchase frequency with existing customers. Concepts that drive greater value from each customer in its chosen locations will catch the eye, rather than focusing on further international expansion in new markets.
Influencer marketing: We know the brand has been seeking a new influencer agency, but social lead Rachel Kneen has previously expressed reservations about the value of influencer marketing due to a lack of knowledge of influencers audience reach. The three main behavioural segments that the brand will be looking for in any relationship are reach, audience data and engagement.
Partnerships: X Factor, Transport for Edinburgh (TfE) - Just Eat Cycles bike hire scheme, FoodCycle
Media Spend Q1-3 2018: £8,142,483
Marketing Director – UK Ben Carter - connect
Head of Brand Victoria Bloom - connect