Event 360: Brand personality over customers when planning events, says Just Eat CMO

Just Eat's CMO discussed the brand's bold events campagin
Just Eat's CMO discussed the brand's bold events campagin

Mat Braddy, chief marketing officer of online food delivery service Just Eat, said he "doesn't care what customers think" when planning events, explaining the brand focuses more on communicating its internal personality.

Speaking at Event 360's brand perspective speaker session, Braddy told the audience how the company's events are designed to grab attention, rather than advertise its services directly to customers. He said: "We know you can't take takeaway seriously. We're a rebellious bunch of mischief makers."

Braddy explained how the Just Eat manifesto, which aims to ban cooking in favour of ordering takeaways, evolved into the company's creation of a political party. This eventually led to the brand's Mr Mozzarella character running as an MP in the 2012 Corby by-election.

The Just Eat mascot launched a campaign against the UK's major political parties through a series of PR stunts such as a cheerleader parade and a jet-pack launch. The brand ambassador even appeared on BBC's The One Show and Ten O'Clock News.

He told the room of event industry professionals that to create an attention-grabbing event series, they should jump on the back of a pre-existing news agenda, over-commit to the project and develop ideas ready to be used when the opportunity arises.

You can read more about Just Eat and their most recent events in the May 2014 issue of Event magazine.

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