Agency: Hooper Galton
Hooper Galton is behind a new TV-led campaign for take-away service Just-Eat.co.uk – its first in the UK.
The ads will feature two animated characters – ‘Belly’ and ‘Brain’ – and will use the voice of Bernard Cribbins, narrator of The Wombles, as voiceover artist.
Just-Eat is an online portal that enables users to select from an array of local takeaway restaurants from which they can then order and pay online.
The campaign, which targets busy people in their 20s, centres around the animated characters, ‘Belly’, representing a hungry stomach, and ‘Brain’ a brain.
The campaign comprises two TV executions and supporting digital and print elements. The launch 30” TV execution, ‘Attention Please’, introduces Just-Eat and the new characters.
Ever-hungry Belly is keen for a takeaway, so tries to get Brain’s attention with increasingly aggressive
The campaign will run from early November, starting in the north of England (from Birmingham upwards) on ITV, Channel 4 and Channel 5. The campaign will be rolled out nationally in 2010. Online ads and a print ad featuring Belly and Brain and the same strapline will run in support.
“Hooper Galton’s campaign gets across the simple mechanics of our offering in a really engaging way. The two new characters will resonate perfectly with the target audience and show how you can use Just-Eat to create a great night in,” said chief marketing officer at Just Eat.co.uk, Mat Braddy.
Oliver Lewis-Barclay, managing director at Hooper Galton, added that Belly and Brain were the ‘yin and yang’ of the takeaway decision process and that he believed they had “built-in longevity.”
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