The next game is served

Client: Just Eat x Netflix

When Just Eat and Netflix joined forces for the much-anticipated launch of Squid Game 2, it was clear this campaign would be anything but ordinary. DEPT® was the creative powerhouse behind the execution, challenged with creating a campaign that united the two brands, and fed the excitement fans had for the show’s return. ‘The Next Game is Served’ saw Just Eat bring the world of Squid Game into people’s homes. After all, home is where Just Eat and Netflix create the ultimate power play.

The campaign centred on a multisensory game, ELIMINATE, which united Just Eat and Squid Game 2 in an authentic, joyful, and surprising way—with food at its core–and allowed fans to experience the thrilling tension of the show for themselves. This creative anchor was brought to life with a truly through the line approach, across TV, VOD, OOH, creator partnerships, in-app, CRM, and bespoke social. Fans could also order a bespoke Squid Game-inspired menu exclusively from the Just Eat app, and local restaurants assisted by attaching Squid Game business cards to orders.

The ubiquitous call-to-action–Order. Play. Win–directed hungry fans to the Just Eat app where they could play the ELIMINATE game for a chance to win the £10k cash prize. By borrowing a piece of popular culture loved by its audience, we were able to align two distinct worlds with a bold, immersive experience that drove fame and talkability of the partnership, while significantly boosting consideration and purchase intent for Just