Post 5: Research into Existing TV Commercials for Take-away Food Delivery Services

I researched this in order to know the conventions of the existing market, and to understand different USPs and how these are portrayed. By researching existing services which are successful, and studying their conventions, it will make it clearer what is needed to create a successful brand. Also to discover a gap in the market that can be used as an idea for my delivery service.

Just eat
The song advert campaign: Balti rock, Man band, Madras.
The concept in all of this creates a brand image of associating something as ordinary as ordering food with something huge and exiting like an event. This is exaggerated through the big change from ordinary setting to the bright, musical and in your face scene. Suddenly breaking into a song after ordering Just eat makes the brand seem empowering.





Deliveroo
Eat more amazing
Shows the food moving around, as if it comes to you on its own. Links to the tagline of 'amazing food delivered' in that the food is so amazing it moves on its own. The advert also shows some of the restaurants it delivers from in the background. Together these two factors support the brand value of focusing on the food and its quality.






Grub hub
Everywhere
Advert follows the delivery driver finding his way to the multiple locations. The brand value of always getting your food to you, and stressing the effectiveness of their drivers rather than the food (opposite focus to Deliveroo). This is shown in multiple ways, one being how he delivers to multiple different houses in different weather and time of day, another being how he actively walks around the busy streets looking for the house, stressing the eagerness and effort that the drivers have to deliver your food.




I learnt from these adverts that it is important to focus on an aspect, for example the food or driver. This will help present the brand values and allow the audience to associate that aspect with my product. I chose to use situations, and that Your Food will help in any situation.