Leading online takeaway service hooks up with number one dating brand for on and off air campaign
ITV Commercial and FremantleMedia UK announce that JUST EAT, the UK’s leading online takeaway ordering service, has entered a partnership for the new series of Take Me Out, the prime time dating show broadcast on ITV’s flagship channel. The deal, negotiated by Havas Media on behalf of JUST EAT, includes a sponsorship package across broadcast, online and mobile platforms.
The partnership includes a series of innovative, tongue-in-cheek idents – which will play out at the beginning and end of ad breaks – featuring groups of real people street-cast across Britain, enjoying their Saturday night takeaway in the JUST EAT Love Lounge. The campaign, entitled “Whatever You Fancy”, sees real couples, families and friends discuss their favorite takeaway dishes and what they fancy in a partner on the JUST EAT sofa. The first 15” ident will air when the new series kicks off on ITV on Saturday 4th January at 8.50pm – it shows Welsh ladies, Alys Haf & Alika Innocent, chatting about Alika’s boyfriend Andy’s hot and spicy temperament over a hot and spicy Indian takeaway. Kream London produced the sponsorship idents.
The idents will be shared and seeded on social media channels, along with additional exclusive content such as outtakes and best bloopers. Further social activity will include live reactionary commentary each Saturday night that the show airs, using the hashtag, #whatIfancy, asking fans to reveal their own tongue-in-cheek ideal takeaway profiles. Additionally, a caricature artist will be on hand to recreate people’s descriptions of their perfect partner, which will be used for some cheeky matchmaking on social media platforms. Students will also be targeted via third party websites, promoting competitions to win a perfect night in for the winner and their housemates. The social media campaign will be led by Karmarama.
Take Me Out is the UK’s number 1 dating show, hosted by the inimitable match-maker Paddy McGuinness. The programme features 30 single women from across the UK seeking the right single guy to ‘take them out’. The last series of Take Me Out averaged 4.2 million viewers and ranked No 1 in its time period for young adults (16-34). It’s produced by Thames TV, FremantleMedia UK’s entertainment label.
Lucy Milne, UK Marketing Director, said: “Take Me Out is a perfect fit for JUST EAT, and we couldn’t be happier to announce this partnership. Like Take Me Out, takeaway is a cornerstone of many a household’s Saturday night, and we both allow people to have a bit of whatever they fancy, when they want it. With this in mind, we’ve reflected the tone of the show in our idents combining natural comedy with the sauciness of Take Me Out - a perfect recipe!”
Paul Gandolfi, Sponsorship Manager at ITV, said: "We are delighted to welcome JUST EAT to ITV in their first sponsorship with the network. We believe Take Me Out is a great brand fit for JUST EAT and look forward to working with them to make this integrated multi-platform partnership a great success.”
Jayne Stephens, Head of Brand Partnerships, FremantleMedia UK said: “Take Me Out is the number one UK dating brand and a firm favourite amongst the 18-34 key demographic. We’re really pleased to be working with JUST EAT, their campaign is perfectly in line with Take Me Out and we’re looking forward to working together on the engaging social and digital activations planned to deliver extra fun and unique experiences for our fans.”