Foodhub 'Just-Delete' campaign offers free takeaways for deleting rival apps

Foodhub is offering free takeaways for people who delete the apps of its rivals, in a new campaign from the online food ordering 'challenger' brand.

Foodhub 'Just-Delete' campaign offers free takeaways for deleting rival apps

The campaign by PR agency Brazen is called "Just-Delete", a reference to Just Eat. It targets fans of that rival company, as well as customers of Uber Eats and Deliveroo.

Customers who delete a rival app can visit the Just Delete website for the chance to claim a free takeaway meal - 1,000 Foodhub vouchers worth £10 are available, with everyone else who applies getting a £5 voucher.

The campaign runs in Manchester, Leeds, Birmingham, Nottingham and Cardiff. It is being promoted via billboards and on Foodhub's social channels. Influencer activity will see Love Island stars Alex Bowen and Cara Delahoyde-Massey sharing the hashtag #justdelete.

Foodhub chief operating officer Philip Mostyn said: “We know our customers know and love us because our app is, on average, 15 per cent cheaper for the same meal from the same take away restaurants as Just Eat, Uber Eats and Deliveroo. But we want more people to know! And what better way to drive trial than to directly target the customers of our biggest rivals like Just Eat, UberEats and Deliveroo with the offer of free food if they switch to Foodhub?

“It’s cheeky and provocative – just how we like it.”

Foodhub had earlier criticised its rivals for the amount of commission they charge restaurants - the brand has committed to a no-commission model.

The service launched in 2017 and more than 12,000 outlets currently feature on it platform.

Manchester-based Brazen won the consumer and trade PR and content brief for Foodhub earlier this year following a four-way pitch.

Earlier this month, PRWeek reported that the brand had appointed Jargon PR to deliver a campaign to raise awareness and position Foodhub as an “industry leader”.

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