{"id":107528,"date":"2025-10-08T00:15:12","date_gmt":"2025-10-08T00:15:12","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/107528\/"},"modified":"2025-10-08T00:15:12","modified_gmt":"2025-10-08T00:15:12","slug":"abel-launches-inside-out-esque-brand-platform-for-just-eat-in-europe","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/107528\/","title":{"rendered":"ABEL Launches \u2018Inside Out\u2019-Esque Brand Platform For Just Eat in Europe"},"content":{"rendered":"

\u200bJust Eat<\/a> Takeaway engaged Australian independent agency ABEL<\/a>— which scaled up for the global campaign — to create its latest, \u2018Inside Out\u2019-inspired brand platform, \u2018This Body Says\u2019.<\/p>\n

The work diverges from the established music-video world of Just Eat brands, like Menulog, with a series of \u201cnon-literal\u201d films focused on the internal conflict posed by the \u201cmoment of ordering\u201d.<\/p>\n

ABEL joined the brand\u2019s agency village — which still features McCann London<\/a>\u00a0— to create the campaign, which looks inside the human body and brings body parts to life, considering the roles they play in deciding what to order.<\/p>\n

\u201cThe weird and wonderful world of internal monologues felt really rich and really fresh as a place to play \u2026 the hardest part is figuring out what you’re going to order and overcoming that decision-making dilemma,\u201d ABEL\u2019s head of strategy, Rachael Fraser<\/a>, told LBB.<\/p>\n

ABEL co-founder Nicole Jauncey<\/a> agreed the insight felt universal.<\/p>\n

\u201cThat debate and that dilemma you have when you order \u2026 it isn’t true to one specific market more than the other. [It\u2019s] something we all understand.\u201d<\/p>\n

The platform will eventually launch in 10 markets, including Netherlands, Poland, Italy, Spain, Belgium, Switzerland, and Austria, with 50 unique pieces of creative and over 3,000 total assets.<\/p>\n

‘This Body Says’ won\u2019t replace the brand’s ongoing music-video direction, which will continue globally, or disrupt Just Eat\u2019s agency roster. In Australia, Menulog<\/a>\u00a0(Just Eat\u2019s Aussie equivalent) is handled by fellow indie Thinkerbell<\/a>.<\/p>\n

Rachael added the key consideration was to make distinctive work, which can remain distinctive across diverse markets.<\/p>\n

\u201cThe rest of the category exists in such a literal space,\u201d Rachael explained.<\/p>\n

\u201cEveryone’s on the couch — that’s the whole world of delivery. We really wanted to make sure JET [Just Eat Takeaway] continued to shake off all the traditional takeaway tropes and create something that felt ownable and distinctive.<\/p>\n

\u201cBecause the music video world was so distinctive and infamous, the follow-up needed to be equally distinctive and different from the rest of the category that exists \u2026 we needed to create another visual world that felt ownable.\u201d<\/p>\n

\"\"<\/p>\n

Unlocking the best approach for each market was, Rachael admitted, \u201ca process\u201d, but the constraints ultimately assisted the creative.<\/p>\n

\u201cIt kept stripping us back to what is the heart of the idea — what’s the simplest, straightest, but obviously still interesting way we can say this. It was a really good exercise.<\/p>\n

\u201cAll those research hours we sat in groups from all the different markets were really helpful [in understanding]\u2026 the role delivery plays in your life in quite different cultural scenarios.<\/p>\n

\u201cMaking sure, \u2018Did Somebody Say<\/a>\u2019 still made sense was really key. It\u2019s a powerful, distinctive asset \u2026 to be able to make that still meaningful was key.\u201d<\/p>\n

Setting \u201csimple foundations\u201d, Nicole added, could unlock something relevant across many different cultures and languages.<\/p>\n

\u201c[We set] the foundations to be as simple as: funny, but in a pared-back way \u2026 so it didn’t lose any richness.\u201d<\/p>\n

She added the use of voice-over was another \u2018simple foundations\u2019 decision, which meant the work didn\u2019t rely on dialogue.<\/p>\n

\u201cThat creates a lot of challenges when it comes to translating work,\u201d Nicole said.<\/p>\n

\"\"<\/p>\n

Working with global marketing network Tower 28, the agency ensured humour wouldn\u2019t be lost from market to market.<\/p>\n

\u201cThey did a lot of work changing the script to be culturally relevant for [each] market. We ensured the English version was simple, pared back, and allowed the visuals to do the hard work.<\/p>\n

\u201cThere was room \u2026 to ensure it landed in each market really well.\u201d<\/p>\n

\u200bSimon Fowler<\/a>, co-founder and creative at ABEL, said the ability for the independent agency to roll out international work for a major brand is a testament to its model.<\/p>\n

\u201cIt really puts to the test that promise we have, [to deliver] big agency experiences at a scalable level,\u201d Simon explained.<\/p>\n

\u201cIt\u2019s been a really good test of our model, and I think the work proves that the model works.<\/p>\n

\u201cWhen you see the amount of work going out across digital, out of home, social, and radio, and then all the films we’ve created \u2026 we scaled up to do that, from our core team.<\/p>\n

\u201cThis is just one case of how we can do [that], and we want to do it more — working wider and farther.\u201d<\/p>\n

He also praised production partners FINCH<\/a>\u00a0and director Sam Hibbard<\/a>, who worked alongside ABEL\u2019s AI tools.<\/p>\n

\u201cBecause we wanted most of the social to have direct speech to camera, we were able to lift those and change things out to be different languages for different spots.\u201d<\/p>\n

\"\"<\/p>\n

Behind the scenes on the set of ‘This Body Says’ for Just Eat.<\/p>\n

Nicole added Sam\u2019s work across Europe was ideal for making the campaign work across markets.<\/p>\n

\u201cAs we developed the scripts further, he was integral,\u201d she said.<\/p>\n

\u201cCasting was [important] too, because we needed to ensure we were visually representing all different markets, and that they could see themselves.<\/p>\n

\u201cNot only from the main character ordering at the beginning, but the different characters inside.\u201d<\/p>\n

ABEL managed to keep the process \u201cnimble\u201d, Rachael said, because of the agency\u2019s \u201csenior team\u201d and robust model.<\/p>\n

\u201cWhere most big agencies, and a lot of their previous partners, are real big beasts with lots of layers and lots of stakeholders, I think because we’re little and \u2026 [clients] can pick up the phone, and talk to [ABEL\u2019s] founders, who are the people on the tools,\u201d she said.<\/p>\n

\u201c[JET could] actually just talk to senior people, which meant we could move nimbly. I think if we were a big juggernaut like all others, with all those layers, we wouldn’t have been able to be.\u201d<\/p>\n

Collaboration with client, production, and agency village partners, Nicole added, is the strength of ABEL\u2019s model.<\/p>\n

\u201cThis project is a true display of working collaboratively across different time-zones with many different partners, from production, to transcreation, to the client,\u201d Nicole said.<\/p>\n

\u201cEveryone’s voice was heard, and there was never a dumb idea. That’s the way we really like to work.<\/p>\n

\u201cThere is no barrier for us when it comes to where you’re located in the world — there were definitely a lot of late nights\u2026 But ensuring we had a global perspective on all of the work was always front of mind.<\/p>\n

\u201c[Creating] something going out all across Europe is a great testament to the thinking in Australia, and the way we can work.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"\u200bJust Eat Takeaway engaged Australian independent agency ABEL— which scaled up for the global campaign — to create…\n","protected":false},"author":2,"featured_media":107529,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[74],"tags":[67222,67221,18,19,17,82],"class_list":["post-107528","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-abel","tag-abel-launches-inside-out-esque-brand-platform-for-just-eat-in-europe","tag-eire","tag-ie","tag-ireland","tag-technology"],"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/107528","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=107528"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/107528\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/107529"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=107528"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=107528"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=107528"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}