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A campaign by McCann
Just Eat is introducing a surprise islander to Love Island life to kick off its first official sponsorship of the hit show.
A new multi-channel platform created by McCann London, “Get Stuck In,” will see Derek, the Just Eat delivery driver, arrive onto the nation’s television screens as the hero of a new campaign that captures all the action of island life.
Launched on social with Derek’s very own VT, Derek entered the villa via a suite of idents on Sunday 12 January, corresponding with the launch of the first-ever Love Island winter series.
The unexpected islander gets stuck in to all the familiar antics of the show: making slow motion entrances, competing in challenges and, like all the other lads, trying his luck with the ladies.
The idents, narrated by Love Island voiceover Iain Stirling, will run on TV and on-demand services across “Love Island”, “Aftersun” and “Unseen Bits”.
They form part of a through-the-line campaign comprising social activity developed by Byte London, PR by Taylor Herring and experiential by Mission, alongside activation of Just Eat’s 35,700 restaurant partners.
Just Eat will also feature in the popular “Love Island: The Morning After” podcast.
Matt Bushby, UK Marketing Director, Just Eat, said: “Love Island is without doubt the most talked about show on TV, especially amongst 18-34s. These young, urban consumers are driving the growth of the food delivery sector and our sponsorship of Love Island enables us to continue building affinity with them. We look forward to amplifying the joy of villa life with Derek’s emotional rollercoaster of burgeoning love, bro-mances and bombshell break-ups over the next six weeks.“
Rob Webster, Creative Director, McCann London, said: “This campaign puts Just Eat, the UK’s biggest food delivery brand, right at the heart of the action in the shape of the totally unexpected, yet entirely loveable islander, Derek, the Just Eat delivery driver. It’s playful, entertaining and sure to get everyone stuck into villa life.”
This is the first instalment of Just Eat’s two-year sponsorship of Love Island, which includes two series' this year.
Advertiser: Just Eat
UK Marketing Director: Matt Bushby
UK Head of Marketing Communications: Victoria Gold
Marketing Project Manager: Bex Watson
Senior Marketing Executive: Rosa Orchard
Creative Agency: McCann London
Creative Directors: Berwitz & Rob Webster
Senior Creatives: Will Cottam & James Crosby
Business Director: Tommy Smith
Senior Account Manager: Emma Reitman
Account Manager: Joely Buxton-Smith
Planning Director: Rebecca Arnold
Junior Planner: Ipek Erel
Senior Project Manager: Chloe Lockett
Head of Design: Dan Howarth
Deputy Head of Art: Lisa Carrana
Creative Director: Jade Sheppard
Chief Creative Officers, McCann UK, and Co-Presidents, McCann London:
Robert Doubal & Laurence Thomson
Big Picture Company
Producer: Nicola Corte
Production Manager: Marcia Manning
Executive Producer: Amos Usiskin
Producer: Jacob Gardner
Head of Integrated Production: Sophie Chapman-Andrews
Chief Production Officer: Sergio Lopez
Account Managers: Vanessa Mokrab, Alix Huys
Sound: Will Francis and Giselle Hall
Offline Edit: Isaac Crutchley, Alastair Graham, Emma Swinton
Director: Brian Aldrich
Producer: Barty Dearden
EP/MD: Olly Chapman
Production Manager: Alexandra Michaels
DoP: Stephen Keith-Roach
1st AD: Matt Clyde
Offline Editor: Mark Edinoff @ Work
Producer: Peter Burch
MD: Greg White
Colourist: Jax Harney
Flame Op: Martin Waller