Just Eat Ireland is in a category of ever-increasing competition.
Developing the brand’s reputation is a key need in this environment and being present in the right way, in the right cultural moments is key to boosting the brand’s reputation.
Partnership with Dublin Pride was the right vehicle to do this. Just Eat understood the public’s scepticism of brands that only pay lip service to support to the LGBTQ+ community during the month of Pride as well as the scepticism of the community itself.
The sponsorship overcame this with true commitment. Just Eat did not encourage people to stay in and order food, but to leave their homes and celebrate Pride, even to the point of pausing their delivery service for one hour before the parade to encourage everyone to come out and celebrate Pride.
The brand partnered with a vital LGBTQ+ charity called Outhouse and donated €20,000. This true commitment and direct communication garnered millions of earned engagements. It resulted in over 1/4 of the country’s population being aware of the Sponsorship in its first year without pricey TV comms.
The result was increased consideration for the brand across the population, and a large increase in positivity among Just Eat’s user base. Even though the purpose of the campaign was not immediate sales growth, the weekend of Pride still resulted in Just Eat’s best performing weekend of 2024. It is a great case in study in the power of sponsorship for brands when they truly commit.
