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. The account was won earlier this year, following a three-way pitch.

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 methods: first with dog-eared menus, then an air-horn, before moving onto a canon, all of which backfire on him. The smarter Brain, unlike ignorant lumbering Belly, is shown ordering a take-away online using Just-Eat. Belly eats Brain’s laptop and then arm, before being squashed by the takeaway bag that arrives from above, to the sound of a doorbell. The bag bears the end line: ‘Order takeaway. The smart way.’

Both executions 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.

Just-Eat is the biggest portal for ordering food online from restaurants & takeaways across Europe. They are forecast to sell 30million meals across Europe in 2010 and are now in 8 countries.

Mat Braddy, chief marketing officer at Just Eat.co.uk, said: “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.”

Oliver Lewis-Barclay, managing director at Hooper Galton, added: “Belly and Brain are the ‘yin and yang’ of the takeaway decision process. One’s a food-obsessed simpleton, the other works out the best way to get the food delivered. We think they have built-in longevity.”

Creds

Brief Targeting ‘hungry surfers’ in the 18-30 working, pre-family category showing them ‘the modern way, not the old fashioned way to order takeaway.’
Title/Project Belly & Brain
Agency contact Molly Parish
Agency contact job title Senior Account Manager
Client name Mat Braddy
Client job title CMO
Copywriter Rob Turner
Art director Dave Westland
Planner Olivia Johnson
Designer N/A
Photographer N/A
Photographer's agency N/A
Media agency*** EGS
Media planner*** Rik Moore
Production company**** Rebel Rebel @ Dept.A
Exposure (media channels) TV, digital & print
Director Rebel Rebel @ Dept.A
Audio Post Production Jungle Group
Post Production N/A