Just Eat “Gets Stuck In” to First Love Island Sponsorship with New Campaign

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.

Launching on social this weekend with Derek’s very own VT, Derek will then enter 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 voice over 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.”