thuisbezorgd: a social-first holiday story
For Thuisbezorgd.nl (Just Eat Takeaway.com), the holiday season is about food, rituals and the moments that bring people together. The goal was to bring the sentiment of their European campaign, Every Neighbour Got Their Flava, to life in a way that stands out and feels relevant to a Dutch audience.
So we took things social and creator-first. Instead of a single hero video, we created a series that lives on social, connects through creators, and unfolds over time like a classic holiday romcom for the feed.
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Creator-First Approach
We created a five-part mini-series where each episode takes place in a different home on the same street. Each story follows a creator during the holidays, centred around their own rituals and relationship with food.
At first, the stories feel separate. But slowly, their worlds start to overlap. Forming an ensemble inspired by classics like Love Actually and Alles is Liefde, translated into a social-first format.
A number of Dutch creators with memorable characters were central from the start, including Luuk van Leeuwen, Appelkaas, Davine Perik, Ezra van Hamelen, and Thijmen Schoorl.
They weren’t just the faces of the campaign, but actively involved in shaping the scripts, dialogue and tone. This gave them the freedom to make the story their own. So their style, language and humor naturally shined through.
Social-First Execution
The series was built to create momentum across TikTok and Instagram.
Each episode works on its own, while adding to a bigger story. Giving people a reason to tune in, and come back for more.
Different creators, different feeds, one connected narrative. Creating multiple touchpoints and keeping Thuisbezorgd.nl top of mind throughout the holiday period.
WHAT'S IN IT FOR THE MARKETER?
What sticks doesn’t come from one moment or one video. It comes from consistency, familiarity and storytelling.
By turning a campaign into a creator-led series, this approach creates:
- momentum instead of spikes
- presence instead of interruption
- real connection instead of fleeting attention
- and content people actually choose to come back to
Exactly how brands can stay relevant in a feed-first world.
