We were challenged to “feed the fans” by creating a campaign that authentically united the JET and Netflix brands while building excitement for the launch of Squid Game 2. 

To do that, food delivery giant needed a culturally resonant campaign that would:

• Leverage Netflix’s passionate and highly engaged fanbase
• Showcase the breadth, depth, and quality of JET’s offerings
• Tap into the natural connection between eating and watching

Combining the high-stakes intensity of Squid Game 2 with the playful, comforting reality of a takeaway meal in a way that felt authentic, entertaining, and memorable—all during the competitive post-Christmas period. No pressure – right?

Fan insight told us that the hungriest fans wanted to play Squid Game for themselves, so we made that a reality – enter ELIMINATE. 

The creative and strategic anchor of the campaign revolved around JET delivering the world of Squid Game into people’s homes, alongside serving a one-of-a-kind, AI-powered multi-sensory game – ELIMINATE. Developed in-house by DEPT®, the game gave fans in the UK and Ireland the opportunity to become players for themselves. 

By making it possible for people to play in their own home, we took their viewing and ordering experiences to a whole new level.

After ordering on the Just Eat app, players were invited to face off against Squid Game’s iconic animatronic doll, Young-hee, in an attempt to make it through their meal without getting caught chewing in her deadly gaze for the chance to win £/€10k. 

The latest AI face-tracking technology wasn’t going to work for the scale that we needed, so we created our own to ensure a best-in-class experience. We focused on the user’s lips, measuring their movement in relation to the rest of the face, ultimately enabling us to link chewing to progression in the game.

To avoid making it too easy, we programmed Young-hee’s behaviour to be incredibly unpredictable to test players’ skills over two minutes, and make the game more rewarding if survival was achieved. 

We ramped up the sensitivity of the face tracking as the game progressed, ensuring the final dash for the finish line– and the £/€10k cash prize–was as tense and competitive as possible; mirroring the feeling players like 456 would be experiencing in the real Squid Games. 

To drive players towards the game, and achieve our ambitious aims, we brought the campaign to life with a truly through-the-line approach. 

Things kicked off with a 30” TV spot (as well as being front and centre of the Netflix platform) that reimagined iconic ‘red light, green light’ scenes from season one, but with a food-related twist. The ad merges the two worlds, with Just Eaters depicted as Squid Game characters, and features fast-paced edits and playful nods to the show’s suspense – with a Just Eat courier picking up some new companions along the way.

To further dominate screens, maximise visibility, and drive results, we developed bespoke social ads and leveraged high-impact media placements.

High-impact takeovers across YouTube, TikTok and Meta effectively drove top-of-mind awareness at cost-effective CPMs, supported by always-on campaigns that boosted engagement and consideration, with creator-led content driving the highest retention rates.

The call-to-action “Order. Play. Win” directed hungry fans to the Just Eat app where they could order from a variety of cuisines, as well as an exclusive Squid Game menu, and play the ELIMINATE game to win the cash prize.

Together, DEPT®, JET and Netflix’s post-holiday takeover didn’t just meet expectations; it smashed them. 

By gamifying the eating-and-watching ritual through Just Eat’s app, we created a culturally relevant moment that proved people across the UK and Ireland were hungry for more.