Just Eat:
Driving brand awareness & brand love

The work

  • Following the roaring success of the Lionesses in last year’s EUROs, the Women’s World Cup wasn’t getting as much traction with the media or fans. Being held in Australia and New Zealand meant that morning kick off times were harder for fans to find venues to watch the matches with their friends.
  • We proved Just Eat is a real partner of the women’s game by providing a solution to this problem, opening ‘The Queen’s Header’ – a ground-breaking pub with a breakfast twist that will be showing only women’s football. The food served up was a far cry from typical pub grub, instead serving nutritious brunch from Just Eat’s classiest match day partners such as LEON Restaurants, Greggs, JOE & THE JUICE, Krispy Kreme and The Breakfast Club.
  • At launch, we didn’t just show the game, England Lionesses Fran Kirby and Toni Duggan meant fans could have a Breakfast with Champions. The Lionesses also provided exclusive in-game analysis alongside wider entertainment including female football freestyling.
  • Crucially, The Queen’s Header was not a place where you can come and support women’s football, it literally supported women’s football. All proceeds will go towards the ‘Feed The Game’ fund which aims to inspire more women and girls to play more football – supplemented with a £50,000 donation from Just Eat.
pieces of coverage secured
of brand mentions included a backlink
increase in share of voice

The impact

The campaign saw over 78 pieces of coverage and influencer content secured in launch week with 4 national pieces and standout broadcast features with the likes of Sky Sports News.
From Industry press to cut through with key culture titles, all features included strong brand mentions, with over 90% including a link back to the Event sign up page.
Meanwhile, tickets for the matches began selling out within the hour of the Queen’s Header being announced.