Case study

Just Eat: Iftar Tour

Just Eat is one of the UK’s leading online food delivery platforms, offering a convenient way for customers to order food from local restaurants and have it delivered straight to their door.

Known for their commitment to service excellence, Just Eat values the contributions of its riders, who play a critical role in ensuring timely deliveries. With a focus on appreciation, community, and culturally relevant engagement, Just Eat has built a reputation for understanding and supporting its workforce, particularly during significant moments like Ramadan.

The brief

During Ramadan, Just Eat wanted to demonstrate their appreciation for the riders who work tirelessly to ensure food is delivered to customers, especially during the fasting hours.

The goal was to create a campaign that showed support and reflected the cultural values of Ramadan. Beyond appreciation, Just Eat also aimed to educate non-Muslim riders about Ramadan and the significance of fasting, fostering greater understanding and inclusivity within their workforce.

The challenge was to design an experience that was personal, engaging, and relevant to the Muslim community while also encouraging wider cultural awareness, ultimately strengthening loyalty and increasing rider retention.

Mechanics

To bring this vision to life, GottaBe! Marketing created a five-location Iftar Tour across the UK, with a branded truck acting as the hub for activations.

The tour featured Iftar boxes, which included authentic and thoughtfully curated items designed to help riders break their fast, showcasing Just Eat’s commitment to supporting them during Ramadan. GottaBe! partnered with key brands like Vita Coco and Westmill Foods (Elephant Atta and Rajah spices) to provide high-quality goodies for the Iftar boxes. Additionally, riders received exclusive Just Eat-branded items as a token of appreciation.

An interactive memory game was introduced to add a fun and engaging element to the experience, giving riders the chance to play and connect with the campaign in a light-hearted way. The tour also included “chill-out spots,” where riders could relax, unwind, and take a moment for themselves while breaking their fast. Delicious GDK meals were handed out, offering an extra treat for riders to enjoy as they participated in the activations.

To deepen the connection, we collaborated with local mosques, hosting Iftar events where riders could gather in a meaningful way to break their fast together.

Results

The tour was highly successful with;

Increased Rider Retention: The campaign improved rider loyalty as they felt valued by the brand.

Stronger Brand Perception: Riders felt a personal connection to the brand.

Deliverables

Branded truck

Promotional Staffing

Planning & Logistics

Everyone worked really well together, and I was particularly impressed with how smoothly everyone interacted with the riders. The communication was on point, and it felt like the team was really in sync with their needs, which made a huge difference.

Cassandra Yoong

Senior Courier Marketing Manager

Just Eat Takeaway

Like what you see?

Want to ‘deliver’ an experience that makes an impact? Get in touch and let’s talk about how we can craft a brand activation with all the right ingredients!

hello@gottabemarketing.co.uk

+44 20 3976 2660