JUST EAT, the world’s leading online takeaway ordering service, has revealed a fleet of branded taxis that make getting home and ordering a tasty takeaway treat a one-step process. Passengers travelling in a JUST EAT cab, which have been brought to life by taxi advertising specialists Ubiquitous, can simply tap their smart device against the Near Field Communication (NFC) tag inside the cab to get instant access to the JUST EAT app, offering easy online ordering from over 19,000 restaurants in the UK.

Not only that, but passengers can also win a takeaway treat by tweeting their best excuse for ordering takeaway to @JUSTEATUK using the hashtag #notcooking. The best stand to win a £25 voucher code, which they can redeem whenever they fancy, while putting their feet up and taking a night off from cooking. In addition, taxi receipts distributed by drivers offer passengers promotional discounts on future purchases from JUST EAT.

The campaign involves 100 JUST EAT branded taxis, which will be on the capital’s streets from the end of this year to May 2014. The creative advertising used on the taxis asks passengers whether they are “Running on Empty?” and prompts them to download the JUST EAT app via the in-taxi NFC or Google Play and App Store, while also promoting the company’s tongue-in-cheek, “Don’t Cook, Just Eat” message.

Victoria Bloom, UK Head of Brand at JUST EAT, commented: “This campaign is a great way to engage with hungry Londoners on their way home. Just as you’re thinking what to have for dinner, you can jump in a JUST EAT cab and order a takeaway treat so easily and quickly that it could be waiting for you when you arrive. The campaign we are running with Ubiquitous with NFC enabled taxis supports our key message – to maximise customer convenience and enhance the takeaway experience.”

Andrew Barnett, Managing Director, Ubiquitous added: “JUST EAT is using a variety of mechanisms to capture the attention of Londoners with black cabs. An exciting livery on the outside grabs the attention of the public on the street, while what’s happening inside the cab maximises engagement with passengers inside. Promotions on receipts and the tasty takeaway giveaway mean this campaign should create many happy customers.”