25th September, Leeds, UK: Leading creative agency, Live & Breathe, has unveiled a bold new experiential campaign for Just Eat, designed to capture student attention during the highly competitive Fresher’s Week period.
Running from late September to 10th October 2025 across key university cities, including Manchester, Liverpool, Birmingham, and Nottingham – the campaign, titled ‘Hey U Up’, takes a guerrilla-style approach to position Just Eat as the go-to on-demand delivery app for students.
At the heart of the campaign is a striking neon orange Just Eat phone booth, drawing students in with sultry “food craving” whispers and the iconic Just Eat ‘Did Somebody Say’ track. Inside, students select their favourite indulgence from a touchscreen menu before being entertained by cheeky audio monologues related to their food choice for those late-night cravings.
The experience ends with the booth printing a range of vouchers giving students discounts for their next orders with Just Eat and distributing free branded merchandise, while hidden cameras capture reactions for social content. The activation is further amplified via DOOH media across campuses, ensuring multiple touchpoints with students during their opening weeks of university.
The campaign stems from students’ feedback in which 18 year olds said they see straight through the same old Fresher’s tactics – boring stands, free tote bags, and forced ‘friend’ vibes from every brand. They didn’t want more of the same insincere interactions. ‘Hey U Up’ rejects the traditional Fresher’s playbook, instead creating shareable, cheeky, and irreverent experiences that resonate with students and put Just Eat front of mind when hunger strikes.
Joe Mitchell, Account Director at Live & Breathe, commented, “Students are one of the most valuable yet hardest-to-reach audiences for delivery platforms. With ‘Hey U Up’, we’ve created a disruptive activation that cuts through the noise of campus life, rejects the tired tactics every other brand uses during Fresher’s Week, and delivers a genuinely engaging experience. It gives Just Eat a fresh way to show up, while providing real value through vouchers and app sign-ups.”
Richard Burgess, Head of Local at Just Eat, added, “For first time students, moving away from home and their first weeks at university in a new city can be daunting, but a very exciting time. We wanted to add fun to their first few weeks on campus with an activation that plays to those late-night food cravings as well as fills their cupboards with Just Eat branded merchandise”
The campaign was delivered in partnership with PrettyGreen, a Creative Communication agency that delivered the experiential production.
