Netflix Collaborates with Food Delivery Service Just Eat for Squid Game 2 Marketing Ad Campaign

Netflix has collaborated with food delivery service Just Eat on a new campaign to promote the UK debut of Squid Game’s second series.

The integrated campaign, developed and executed in collaboration with agency partner DEPT, will begin on Boxing Day and will include a gamified experience that will connect the two brands.

The campaign’s centerpiece is a humorous 30-second spot that shows Just Eat customers enjoying takeaway meals while watching the most recent Squid Game episodes.

Andrew Cocker, Just Eat UK and Ireland marketing director, remarked, “We’re excited to partner with Netflix for one of the most hotly anticipated launches of the year, Squid Game 2.

“Our teams have worked closely together, to ensure the magic of the Squid Game IP comes to life in an authentic way for our customers, partners, couriers and brand. We’ve respectfully weaved our distinctive assets throughout the content and we’re particularly excited to launch a brand new culinary experience that allows fans to ‘level up’ their connection with the series.”

The game, developed in-house by DEPT, combines facial detection with cutting-edge motion tracking. Just Eat customers can also enjoy Squid Game-themed dishes at 130 sites around the UK.

Jordan Peters, Netflix’s senior director of brand partnerships EMEA, added: “At Netflix we’re dedicated to working with admired brands and building campaigns and experiences that authentically connect fans with the shows they love.

“This partnership with Just Eat does exactly that: bringing the world of Squid Game 2 into the homes – and beyond – of millions of fans through a custom marketing campaign, sponsorship of Squid Game 2 on our ad-supported plan, an immersive digital game and finally, the Korean-inspired menu coming soon to the Just Eat app.”