Netflix has joined forces with food delivery service Just Eat for a new campaign promoting the UK release of Squid Game’s second series.

Developed and produced with agency partner DEPT, the integrated campaign will launch on Boxing Day, featuring a gamified experience designed to connect the two brands.

At the heart of the campaign is a playful 30-second spot showcasing Just Eat customers enjoying takeaway meals while watching the latest Squid Game episodes.

Andrew Cocker, Just Eat UK and Ireland marketing director, stated: “We’re excited to partner with Netflix for one of the most hotly anticipated launches of the year, Squid Game 2.

“Our teams have worked closely together, to ensure the magic of the Squid Game IP comes to life in an authentic way for our customers, partners, couriers and brand. We’ve respectfully weaved our distinctive assets throughout the content and we’re particularly excited to launch a brand new culinary experience that allows fans to ‘level up’ their connection with the series.”

Created in-house by DEPT, the game combines facial detection with cutting-edge motion tracking technology. Additionally, Just Eat customers can enjoy Squid Game-themed menus from 130 locations across the UK.

Jordan Peters, Netflix senior director of brand partnerships EMEA, added: “At Netflix we’re dedicated to working with admired brands and building campaigns and experiences that authentically connect fans with the shows they love.

“This partnership with Just Eat does exactly that: bringing the world of Squid Game 2 into the homes – and beyond – of millions of fans through a custom marketing campaign, sponsorship of Squid Game 2 on our ad-supported plan, an immersive digital game and finally, the Korean-inspired menu coming soon to the Just Eat app.”