EVERYONE SMILES WITH MJAM
mjam, the Austrian brand of Delivery Hero, has been delivering delicious dishes to customers’ doorsteps since 2008, becoming a household name across Austria. However, with increasing competition and the potential to expand into new markets, the brand needed a refreshed identity to maintain its leadership and stand out in the evolving delivery landscape.
Creative idea:
Following a new value proposition, the brand’s core message, “Everyone smiles with mjam,” was introduced to reflect its bold, youthful personality. This slogan drove the refreshed visual identity, ensuring flexibility while maintaining consistency across all channels. Key design elements, including the logo, were crafted to evoke the feeling of a smile, reinforcing the brand’s friendly and approachable character. The creative direction aligned with mjam’s mission to deliver happiness with every meal, making sure the refreshed identity resonated with customers at every touchpoint. TV advertising further reinforced this message, encouraging customers to say “ja” to mjam and highlighting the joy of ordering from the platform.
360 Marketing Campaign + Relaunch:
→ TV advertising
→ Out-of-home (OOH) and digital OOH (DOOH)
→ Performance marketing
→ Paid social and organic campaign
→ Website and app update
Results:
Increase in sessions on mjam’s platforms after launch
Role: Art and design direction (local market side).
Duration: 6 months
Team:
Local Brand Manager: Sybille Paulsen
Designers: Central DH Team / Susana Monteiro / Yuliia Konotopska
Art Direction: Central DH Team / Paula Carbonell
Production Launch: DMB Austria
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