Out of Home and Online were the main media channels that Just-Eat.ie cleverly combined for their 2012 advertising campaign. International chef characters that suggest cooking can be messy, time-consuming and even dangerous formed the basis for the campaign that ran on JCDecaux’s 48 sheets, Luas and Metro Formats, along with a presence on YouTube and a number of Irish websites.
Business has grown steadily for the food delivery website since they launched in Ireland 4 years ago. Managing Director Brian Hickey said that a combination of factors, including appearing on TV3’s The Apprentice last year, have contributed to growing awareness of their brand, but they find Outdoor particularly effective as an advertising platform. “We’re a big believer in billboards and have worked directly with JCDecaux to that end”. The company also relies heavily on digital, using websites such as Broadsheet.ie, Joe.ie and MenuPages.ie.
Over a third of customers ordering from Just-Eat.ie are doing so from a smart phone, making Out of Home a natural fit for the company’s advertising strategy.
