Eigen Fabrikaat (DDB Group) launches European brand campaign for Takeaway.com to fuel awareness and further growth

With ‘Time for Takeaway.com’, the European market leader in food ordering launches its first-ever integrated brand campaign.

16 FEBRUARY 2016
Summary
Takeaway.com (one of the leading food-order sites in the world) is launching its first pan-European brand campaign in the Netherlands, Belgium, Germany, Austria and Poland this week. Based on the communication concept ‘Time for Takeaway.com’, an integrated campaign was developed that includes TV, Outdoor, Online and Social. Amstelveen-based ad agency Eigen Fabrikaat (DDB Group) developed the concept in close collaboration with Takeaway.com. Through this campaign, the brand wants to strengthen and improve its leading position as online food-order platform in continental Europe.

Consumer insight based
The ‘Time for Takeaway.com’ concept is based on extensive consumer research and a redefined brand positioning. The campaign strategy is intentionally kept simple, which suits the brand which is all about convenience, says Rik Vandewall, Business Director at Eigen Fabrikaat / DDB Group:

"'Time for Takeaway.com' seamlessly connects the more functional choice for convenience to those universal moments when you cannot cook yourself or just don’t want to. Because, for example, your fridge is empty, it’s raining cats & dogs or because you have to work late unexpectedly. By claiming these typical moments, the campaign creates more than just brand awareness – it also boosts purchase intent in the very competitive market for online food ordering."

A European campaign that feels local
The campaign will launch simultaneously in five countries, all based on the same campaign construct and theme. This required the campaign to be constructed in a flexible and modular way. Together with Takeaway.com, Eigen Fabrikaat selected four key target groups and four typical ‘Time for Takeaway’ moments that resonate in each country.

The first European brand campaign Takeaway.com
Every country has its own brand name, but they all work from a single identity and share the same ambitious goal: becoming or remaining the largest food-order site in their respective market. Imad Qutob, Director of Brand Marketing at Takeaway.com, adds:

"We needed a modular, cross-channel campaign grid built around our brand promise of convenience. A campaign that creates both brand awareness and preference. By claiming typical ‘takeaway’ moments that are recognizable in every country, we are making our brand extremely relevant for our target audiences."

Fully integrated
In addition to TV commercials, a new visual style was developed. This visual style led to product-related TV billboards, pre-rolls, outdoor and display banners. All materials are branded with the ‘Time for…’ visual device and are accompanied by a new sound logo, wherever possible. The campaign will be rolled-out on social media as well: in each country the 100,000s Takeaway.com fans will be invited to share their own #timefortakeaway on a dedicated social platform.

Campaign credits
Client: Takeaway.com (Jitse Groen, Joerg Gerbig, Imad Qutob, Dionne van der Woord, Sebastian Boas and Silke van den Brink)
Agency: Eigen Fabrikaat (DDB Group)

> See full credits <


About Takeaway.com
Takeaway.com was established 15 years ago by Jitse Groen as Thuisbezorgd.nl. Today it is one of the four largest food-order sites in the world and the market leader in continental Europe, with more than 3.5 million orders per month. The company is active in the Netherlands, Belgium, Germany, Poland and Austria, with further operations in France, the UK, Luxembourg, Switzerland and Vietnam.

About Eigen Fabrikaat
Eigen Fabrikaat (part of DDB Group Amsterdam) is the ad agency that believes in Character. We create impactful communication based on the believe that brands and organisations can be distinctive by being themselves. In addition to working for Takeaway.com, Eigen Fabrikaat works for clients such as AutoTrack, KLM Royal Dutch Airlines, International Card Services (VISA/MasterCard), C&A, Travel Alberta and Esso Benelux.

Quotes
"'Time for Takeaway.com' seamlessly connects the more functional choice for convenience to those universal moments when you cannot cook yourself or just don’t want to. Because, for example, your fridge is empty, it’s raining cats & dogs or because you have to work late unexpectedly. By claiming these typical moments, the campaign creates more than just brand awareness – it also boosts purchase intent in the very competitive market for online food ordering." Rik Vandewall (Business Director at Eigen Fabrikaat)
"We needed a modular, cross-channel campaign grid built around our brand promise of convenience. A campaign that creates both brand awareness and preference. By claiming typical ‘takeaway’ moments that are recognizable in every country, we are making our brand extremely relevant for our target audiences." Imad Qutob (Director of Brand Marketing at Takeaway.com)
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