Just Eat has the X Factor
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Just Eat has the X Factor

The X Factor – a light entertainment show where hopeful members of the public compete to win a recording contract – is now a global brand. In the UK, where the show originated, it has an average viewership of 6.8 million people per episode, making it one of the most watched shows on TV. So it makes a lot of sense that another powerful UK brand – takeaway delivery service Just Eat – has been sponsoring it. When better to appeal to UK sofa-goers than early evening, when they’re stuck away from the kitchen? Now, the fast food specialists have taken the relationship up a notch: by creating ‘Just Eat Xtra Bites’ an online spin off.

Just Eat’s share price has risen by 17% year to date

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SOURCE: Yahoo Finance

Just Eat Xtra Bites will discuss the main talking points of the singing contest, and be hosted by DJ and MTV presenter Becca Dudley. It will integrate with the company’s other X Factor marketing, such as the #UnsungSuperstars campaign, the idents demonstrating singing skills from chefs and delivery drivers in Just Eat’s network, and the Just Eat Facebook Messenger chatbot.

Ben Carter, Just Eat’s UK marketing director, said: “Just Eat and The X Factor are the perfect combination for Saturday and Sunday nights - bringing the nation great food and fantastic entertainment. We’re pleased to be able to offer viewers Xtra Bites, it enables Just Eat to be an integral part of The X Factor experience and perfectly complements the on-air activity.”


Dominion holds Just Eat in its Global Trends Managed Fund.

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