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Online food delivery service Just Eats is teaming up with "Squid Game 2" for a 360 campaign inspired by the popular Netflix franchise.
Created and produced with agency partner Dept, the latest initiative is marked by a spot titled "The Next Game Is Served" that turns hungry Just Eaters into Squid Game contestants, playing a game of "red light green light."
With visual and audio nods to the show, the new advert is sure to be a delight among fans of the Korean thriller, positioning Just Eat as the perfect food delivery partner to accommodate cravings while watching Squid Game 2.
Notably, the spot also included a call-to-action (CTA) that invites hungry eaters from the UK and Ireland to a microsite where they can play the Squid Games-inspired "ELIMINATE" to win a $10,000 cash prize.
To play, customers must simply order from Just Eat and finish their meal without getting caught by the animatronic Young-hee.
Players caught chewing, slurping, or snacking by the facial detection and motion tracking system will be eliminated, while those who get away with it have a higher chance of winning.
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Beyond the game, the 360 campaign also included a Squid Games-inspired Just Eat menu that UK users can access through the app, as well as a "Squid Game: The Rave" event headlined by DJ Peggy Gou.
"We wanted to find an authentic place for these two iconic brands to play within the world of Squid Game, and what we've created together is an idea that flexes across channels, bringing the jeopardy of the show together with the more playful side of Just Eat to keep fans hungry for more," Dept Creative Director Chris Boys said in a statement.
By jumping on the hype train of one of Netflix's most anticipated shows, Just Eat's brand marketing strategy not only brings awareness to the service, but also encourages everyone to try out the special themed menu and order Just Eat takeout as they enjoy the new season.
This latest initiative shows how working with skilled ad agencies can help brands craft campaigns that blend cultural moments with their unique identity.
Red Light, Green Light
The 30-second spot starts with a group of Pink Guards on their motorcycles accompanying a Just Eat delivery rider.
A woman is then seen in her kitchen, playing a game of "red light, green light" with Young-hee as she eats her takeout noodles.
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As soon as the giant doll turns its head, the girl freezes, making sure she doesn't get caught.
Other Just Eaters are then seen playing the same game: one man saves his friend from getting caught mid-air as they fight for the last slice of pizza.
It is then revealed that every Just Eat customer is being surveilled by the mastermind, In-ho, behind the scenes.
The spot ends with the CTA "Order. Play. Win." encouraging everyone to visit the microsite for a chance to win a cash prize.
Previously, Domino's launched its own campaign in partnership with Squid Game 2.
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