{"id":4267539,"date":"2024-07-24T09:20:25","date_gmt":"2024-07-24T07:20:25","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/building-brand-love-with-a-social-first-docuseries\/"},"modified":"2026-07-08T15:20:12","modified_gmt":"2026-07-08T13:20:12","slug":"building-brand-love-with-a-social-first-docuseries","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/building-brand-love-with-a-social-first-docuseries\/","title":{"rendered":"Building brand love with a social-first docuseries"},"content":{"rendered":"
\n\tJust Eat Takeaway.com<\/h1>Building brand love with a social-first docuseries<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n
\n\t\t\t
\n\t\t\t\n\t\t\t\t(  Services  )\n\t\t\t<\/p>\n\n\t\t\t\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tTech & Data\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\tJust Eat Takeaway.com (JET) is a leading multinational, online food and convenience ordering and delivery company that connects hungry customers with thousands of delicious restaurants.<\/h2>From fast-casual chains to unique holes in the wall, JET is the ultimate platform to find favourite comfort dishes and discover new culinary delights. But not everyone knows about its vast range of locally-loved offerings.\u00a0

    To address this, DEPT\u00ae and JET launched a social-first, branded content docuseries that garnered more than 11 million views of its first three episodes, a 4% favourability increase and a 136% order boost.\u00a0<\/p><\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tMore menus than meets the eye<\/h2>\n\tAs lead digital agency, DEPT\u00ae has helped JET launch several iconic campaigns showcasing its delicious offerings and prominent cultural influence.\u00a0

    But while JET is famed for its celeb-fronted campaigns, cementing the brand as the food delivery service to satisfy all cravings takes more than a famous face.\u00a0

    It\u2019s the range and quality of food available that customers keep coming back for, and in the face of fierce competition; JET had a perception problem.\u00a0

    The brand was largely seen as a \u2018traditional\u2019 weekend takeaway option, and needed to open people up to new ordering moments throughout the week.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\t\n\tJET needed a strategy to showcase and celebrate the breadth of foodie hotspots available on the marketplace; the \u2018local heroes\u2019 that the company was built on, that are the backbone of its business to this day.\u00a0

    These small, typical independently run restaurants have major influence in their communities, and it was our belief that elevating these stories would drive local order volume, helping to fight off competition, as well as help position JET as the food ordering service to satisfy any craving.\u00a0

    Together, we set off on a culinary journey to reconnect the brand with its audience of restaurants and consumers in an authentic and endearing way.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tHighlighting the hottest spots in town<\/h2>\n\tTo help local foodies fall in love with JET and all that it offers, we needed to develop a campaign that appealed to more than just consumers\u2019 taste buds, but their hearts and souls.\u00a0

    Why? Because delicious food isn\u2019t just about the ingredients, it\u2019s about the love, skill, experience, and passion that goes into creating an amazing dish.\u00a0

    Enter, Home of the Hotspots<\/strong>. A social-first branded content docuseries revealing the stories of the unsung heroes cooking up a storm across the UK.

    The creative concept is a multi-part documentary-style series that goes on a taste tour of the UK. The social-first branded content celebrates JET as the destination for the hottest meal ticket in every city and highlights the range of locally-loved spots across the UK.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n\n\t\n\tWhen we were looking at what made these \u2018local heroes\u2019 special, one thing became clear and one insight we worked off is this idea that: food made with love and passion hits differently<\/strong>.

    Because food is deeply personal<\/em>\u2026 it\u2019s not simply what you put on the end of your fork. It’s the emotion, energy and people that surround it. We wanted to capture that essence in our campaign.

    Inspired by popular food-centric shows like The Bear, this short-form series reveals the stories behind the sizzle, spotlighting incredible chefs, bakers, baristas, and more cooking up a storm across the UK.

    Each episode of Home of the Hotspots celebrates the culinary creations that make various restaurants unique.\u00a0

    With a neuroscience-led food strategy at its core and fronted by known foodies, the campaign features delicious close-ups of textures and ingredients, digs into the inspiration behind the dishes, and, of course, pays homage to the moment of pure bliss after the first bite.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\tAppealing to the heart, soul and stomach<\/h2>\n\tThe Home of the Hotspots campaign strategy includes rolling out a new episode each month, with content across YouTube, TikTok, and Meta.\u00a0

    In the first episode, Home of the Hotspots takes foodies to Northern Soul, a Manchester-based haven for all things grilled cheese. Episode two stays in the area, entering the heart of Manchester\u2019s award-winning Arndale Food Market, to visit Rack. Here, viewers are treated to indulgent visuals of a crave-able, meaty Mexican melt with consomm\u00e9 broth.\u00a0

    Episode three celebrates Pride Month with a trip to Macclesfield-based Yas Bean, a small, independent, queer-owned coffee shop serving luscious coffees and baked goods.\u00a0

    Great British Bake Off lovers get to see a fan-favourite finalist Sandro Farmhouse go behind the scenes of the fabulous and colourful shop, learn the owners\u2019 story, and try a variety of treats worthy of a Paul Hollywood handshake.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n
    \n\t\n\t\n\t\n\t\n\t\t\t\t\t
  • \n\t\t\t\t

    \n\t\t\t\t\t11.2 M\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\tunique users reached
    in five weeks\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t69%\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\tYouTube skippable completion rate
    (benchmark 65%)\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t60s\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\taverage watch time
    (benchmark: 10s)\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n\n\tComing back for more<\/h2>\n\tEven with just three of several episodes rolled out so far, Home of the Hotspots has captured the attention (and appetite) of the UK\u2019s food lovers.
    \u00a0
    The celebratory storytelling and docu-style cinematography, infused with the joy of Just Eat, has seen particular success on YouTube. Episode one got more than one million views in its first few days of launching, and the series (so far) has surpassed 11 million views.\u00a0

    We also achieved a 60\u201d watch time of a 90\u201d ad, where YouTube typically sees a 10-15\u201d range. While a Meta brand lift study has shown an initial four-point uplift in favourability.\u00a0

    All of which has contributed to a 136% order increase for the restaurants featured.\u00a0

    With at least six more episodes to come, JET and DEPT\u00ae will continue to take a bite out of the UK\u2019s food scene\u2014one hotspot at a time.<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":46,"featured_media":4267540,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"case-category":[42675],"case-industry":[42678],"person":[41376],"award":[],"client":[41665],"class_list":["post-4267539","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"\nBuilding brand love with a social-first docuseries - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"Learn about Home of the 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