Just Eat Hey, U Up?

Challenge

Just Eat wanted to own Freshers Week in key university cities. In the noise of the first week of term, they needed something bold enough to spark curiosity, connection and shareable content.

Activation

Working in collaboration with Live & Breathe, we created Hey, U Up?, a neon-orange guerilla-style phone booth that appeared in Manchester, Liverpool, Birmingham and Nottingham campuses and city centres. Students picked up the phone to hot-dial their late-night cravings, unlock flirty food confessions and win prizes and exclusive vouchers.

Authentic reactions were captured live, with the campaign amplified via digital out-of-home and social channels. Simple cravings were transformed into hyperlocal cultural moments.

Impact

Just Eat was positioned as the go-to mate for every midnight munch. The phone box sparked curiosity, drove participation and led to real orders, as well as buzz.