Just Eat 


The Just Eat website is an endless stream of curious and bamboozling reviews written by real people, with a real way with words. #peng #scran #quiche

When Just Eat asked Karmarama to extend their “The Magic of Takeaway” proposition, we let the customers write the ads for us.

Working with director Samuel Abrahams, we visited real takeaway owners and chefs up and down the country, armed with some 'doooope' reviews on a smart phone, handed it over to them and let the magic happen.

We mined 75,000 reviews, and delivered 32 spots for Just Eats’ social channels, which got bumped up to VOD. At the same time, we treated commuters to a tantalising array of reviews at a time when they might be considering a takeaway.

We’ve picked our favourites for you here.


William Millner & Tom Cleeland (2020) — London, UK