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JUST EAT hijacks Dave with weekend broadcast sponsorship takeover

by on March 12, 2013 in Lead story, Music, Retail, Retail News, Rock 'n Roll, Small Business, TV

JUST EAT, the world’s leading online takeaway service, has today announced the launch of their sponsorship partnership with UKTV’s acclaimed channel, Dave.

JUST EAT’s sponsorship of Dave and Dave Ja Vu (Catch Up TV) will air between 4pm and 12am every Saturday, and every Sunday between 1pm and 11pm, from 16th March to the end of December. The sponsorship idents, produced and created by VCCP and directed by Tom Clarkson, will cover up to 17 hours of programming per weekend, with 10” intros and outros. The first JUST EAT sponsorship idents will air this weekend reaching an audience of over 11 million viewers.

The strapline for the idents, “Dave Weekends hijacked by”, dramatizes the infamous Mr Mozzarella and his hapless crew of takeaway chefs getting up to their usual mischief to stop the nation from cooking. The sponsorship ident scenarios are shot in a tongue-in-cheek manner, from stealing ovens and rugby tackling amateur cooks, to playing table tennis with Brussels sprouts.  Some of the racier idents will play out after 9pm to appeal to more adult humour. These “saucier” spots are very witty, if not controversial, reaching a Dave audience in the mood for a bit more late night lively entertainment.

Steve North, General Manger for Dave added, “JUST EAT has created humorous and fun sponsorship idents that feel a natural fit for Dave and I’m sure our viewers will find them entertaining.”,

Richard Murfitt [@RMurfittJUSTEAT], Head of Brand Marketing at JUST EAT said “The Dave sponsorship is the next phase in rolling out our ‘Don’t Cook, JUST EAT” challenger brand positioning. Our partnership with Dave, famous for its witty, irreverent and comedy programming is a great fit with JUST EAT’s own rebellious and jocular tone of voice. The sponsorship idents go out to an audience who are looking for an easy way to relax after a hard week and gives permission to millions of Brits who fancy kicking back at the weekend with a tasty takeaway treat.”

Media strategy was handled by WCRS / Engine and media buying by Havas Media.

The nine month sponsorship follows the conclusion, on Saturday 9th March, of JUST EAT’s week long kidnap  of Anthony Worrall Thompson [#JUSTEATkidnap and ], which sought to challenge the world of celebrity chefs and their endless demands on hardworking consumers to cook up cordon bleu meals at home. The £1m integrated TV and social campaign notched up over 850,000 game plays for viewers to teach Worrall Thompson a lesson by slapping him with a fish.

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