Be a Traitor - Just Eat x The Traitors UK Advertising Campaign

Sabrina Ng

ngsabrina@gmail.com

Be a Traitor is a bold advertising campaign collaboration between Just Eat and the BBC gameshow The Traitors UK. It celebrates the every person’s innate desire to take the easy way out, the guilty pleasure of ditching cooking and ordering a cheeky takeout with a multi-faceted approach: from an eye-catching PR stunt in which coins fly out of delivery bikes at Piccadilly Circus, to The Round Table experiential event participated by The Traitors cast, a video ad with an unexpected twist, mysterious OOH billboards, socials, The Traitors: Uncloaked podcast features and in-app integrations. The campaign ambitiously positions Just Eat as the ultimate place for indulgence, encouraging customer loyalty beyond physical means and into the psyche.