Online and mobile meal ordering service Just Eat has launched its first Canadian brand platform, showing how much joy consumers can experience when they get their free time back by ordering in.

In a series of videos created by Leo Burnett Toronto, the company proposes the idea of an “Out-Double” – someone who goes out and takes your place at obligations, like dinner at the boss’ house, picking up parents at the airport or attending a corporate team-building exercise.

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“It’s less about delivery and the utilitarian aspects of it, and more about the eventual benefit and joy consumers get from ordering through us,” says Barnaby Dawe, global CMO for Just Eat. “We know Canadians have very busy lives, between working and parenting and social obligations, that put a lot of pressure on their time. We’re offering a way to get that time back, and make it a pleasure.”

In addition to the videos, which will be used on TV and online, the campaign will include OOH, transit, digital display and social elements.

Leo Burnett Toronto was awarded the Just Eat business late last summer, with Starcom MediaVest being awarded the media account shortly afterwards in a separate RFP. Dawe says the company has previously approached its marketing on a global scale, developing advertising within the U.K. and adapting it for all of its other markets. Shortly after Dawe, previously a CMO at HarperCollins, joined Just Eat in April of last year, the company decided to begin approaching its advertising market-by-market.

“[Marketing globally] was disregarding base cultural nuances, especially when food is at the heart of our business and people have particular needs and ways of consuming it that need to be considered,” Dawe says. “Also, we’re in a new category that’s at a very different stage in its life cycle in every market in the world, and people’s adoption of technology is different everywhere. So to have one single message across all our markets didn’t seem to make sense and, to me, wasn’t getting the response we could be [getting].”

“[Delivery] is a well known way of consuming food, so our challenge is telling Canadians why they should use us and why we’re different, but what’s exciting for us is we’re just at the beginning and there’s a lot of white space to grow into,” he says. “Consumer trends are changing and we’re seeing that they want to have a breadth of choice, and compared to the chains, we’re a marketplace that offers hundreds of types of cuisine and empowers consumers to choose if they want to indulge or eat healthy.”