Lieferando brand platform “Stay Just Where You Are” starts in Germany

Lieferando, the German brand of Just Eat Takeaway.com, said on 12 October that it has a new global brand platform. In German it is called “Bleib einfach im Moment”. The English line is “Stay Just Where You Are”. The Lieferando brand platform was made by VCCP and started in Germany on Monday morning.

VCCP and MJZ made eight films around Lieferando orders

According to the company’s release, the films show the moments around an order rather than the food. One shows a grandfather with his grandchild. Another shows friends trying to get festival tickets. Michael Spiccia of MJZ directed eight short films. Pip & Lib made 11 social clips, and Amanda Fordyce shot six poster motifs. VCCP’s content studio Girl&Bear handled production.

Ralph Rijks, global chief marketing officer of Just Eat Takeaway.com, called it “a simple idea with enormous creative potential” (translated from German). Trade magazine Horizont reported that he sees it as a platform for the next 20 years. Horizont describes it as the next step after the earlier German campaign “Hör ich da Lieferando?”.

Lieferando starts in Germany with connected TV and social media

In Germany the campaign runs on connected TV, which means TV sets linked to the internet, plus digital ads, social media and PR. EssenceMediacom plans the German media. FischerAppelt handles PR and Mawave runs social media. The release does not say when other Just Eat Takeaway.com markets will follow.

VCCP also made Co-op’s “Pop to Co-op” campaign about the hassle of the big weekly shop. In the US, delivery app Instacart put Shrek and Scooby-Doo in its launch ads.

Censuswide asked 6,000 adults in Germany, the UK and the Netherlands

Lieferando backed the launch with a Censuswide survey of 2,000 adults in each of three countries. Fieldwork started on 21 August. The company says 81% of respondents want more undisturbed time for pleasant moments. It also says 72% feel that on-demand delivery of food, groceries and other goods gives them more freedom in their day.

From 12 October German viewers see the lead film, “Grandpa”, on connected TV and social media. The company has not given launch dates for the UK, the Netherlands or its other markets.