Shaken & Stirred - Influential Brand Profiling and Positioning

Video : The new hungryhouse ad has landed #TheEasyWayToTakeaway

hungryhouse reveals refreshed strategic direction with new tagline and TV campaign  : Innovative online food ordering brand kicks off takeaway season by demonstrating it is ‘the easy way to takeaway’

Online food ordering platform, part of the Delivery Hero Group, has unveiled a new TV campaign with a refreshed tagline, ‘The easy way to takeaway’.

The campaign kicks off a new strategic direction for the brand following a period of research and customer data analysis, which proved ordering a takeaway on @hungryhouse is perceived to be a simple utility and a day-to-day pleasure. The new campaign recognises and stays true to that perception by portraying an identifiable and authentic ordering experience while adding a playful twist.

The advert also seeks to highlight the innovation and development hungryhouse has undertaken over the last 12 months to ensure the platform continues to offer customers the easiest way to order food, from refactoring its apps and enhancing user experience, to launching a 45 minute delivery promise.

hungryhouse has seen mobile traffic grow by 60 percent in the last year with over 40 percent of all hungryhouse orders now placed on mobile devices. This insight into changing consumer behavior directed the creative of the campaign, with the brand’s mobile-first strategy emphasised through the commercial’s ‘app cam’ visuals, designed to demonstrate the way people are ordering takeaway and depicting the ease of ordering via the app.

hungryhouse chose to work with Welsh agency Wordley Production Partners based on their ability to take a unique angle on a utility like online food ordering. Wordley was tasked with producing a campaign depicting a situation ‘young urbanite’ consumers can identify with while demonstrating how hungryhouse’s technology means searching for and ordering a takeaway can fit seamlessly into daily life.

Alice Mrongovius, Marketing Director, comments: “Following multiple 2014 investment rounds for Delivery Hero, hungryhouse has benefitted from being a part of the $1 billion dollar club and we’ve grown rapidly over the last year. The launch of our new tagline and campaign is chance for us to present our evolved brand to a wider audience.

While we’re part of the global Delivery Hero group we place great emphasis on ensuring we create products and campaigns that meet the needs of our local market. This campaign presents hungryhouse as an easy and obvious solution during a situation most Brits will identify with – getting caught in the rain!”

Hardey Speight, Wordley Production Partners comments:

‘Spearheading the new hungryhouse campaign ‘The easy way to takeaway’ was an opportunity for Wordley to create something special. With the hungryhouse spirit of rapid  innovation, we springboarded headfirst into production, creating a ‘zest for life advert’ which reflects the hungryhouse user experience. We wanted to demonstrate that the hungryhouse app is so simple and quick you can even have fun whilst ordering!’

The campaign will launch on 13 November and air across key multi-channel and terrestrial spots including X-Factor.

The TVC was directed by Hardey Speight and shot in Cardiff, Wales.