How a beauty creator partnership turned a retail-delivery proposition into a culturally resonant campaign moment for Just Eat and Superdrug.
There is a particular art to making a convenience proposition feel exciting. Telling consumers that a product is now faster to buy is functional. Showing them, through a creator they already trust, that it will rescue them in a moment of genuine panic, that is a campaign.
That is exactly what the ‘Glam in a Jam’ campaign set out to do. Brokered by MN2S, the collaboration brought together beauty creator and makeup artist CC Clarke, Just Eat UK and Superdrug to mark the launch of Superdrug on the Just Eat delivery platform. Rather than producing a standard sponsored post, the campaign fused social-first beauty content with a live, trial-led experiential mechanic and built a culturally credible story around both.
The Proposition: Superdrug, On Demand
Superdrug’s arrival on Just Eat is a meaningful step for both businesses. Customers can now access over 8,000 Superdrug products, covering makeup, skincare, fragrance, healthcare and everyday toiletries, delivered from their nearest store in as little as 30 minutes. For Just Eat, the partnership extends its footprint well beyond food, reinforcing its positioning as a broader on-demand lifestyle platform. For Superdrug, it opens a fast-delivery channel to consumers when they need products most: not at leisure, but urgently.
The challenge for any campaign built around this proposition is making speed and convenience feel emotionally relevant. That is rarely achieved through product messaging alone. It requires a cultural entry point, and that is where talent strategy becomes critical.
Why CC Clarke Was the Right Fit
CC Clarke is a makeup artist and beauty content creator known for high-glam transformations, bold lip content and a tutorial-led aesthetic that performs natively on social platforms. Her audience is engaged, beauty-savvy and responsive to the kind of aspirational-yet-relatable content she consistently produces. Crucially, she carries genuine professional credibility alongside her creator identity, which made her uniquely suited to anchor a campaign that needed both entertainment value and authority.
The campaign’s creative hook was sharp: a GRWM (Get Ready With Me) format in which a key beauty product runs out or fails mid-routine, triggering a last-minute rescue via Just Eat and Superdrug. This format worked for several reasons. It dramatised a real consumer pain point. It gave the product proposition a narrative function rather than a decorative one. Moreover, it allowed CC Clarke to demonstrate authentic beauty expertise while delivering a clear brand message, without the content feeling scripted or overtly commercial.
The creative also drew on a well-timed nostalgia thread: a “2016 lip tutorials are so back” framing that tapped into the current wave of Y2K and mid-2010s beauty revival content circulating across Instagram and TikTok. That cultural alignment gave the campaign additional organic relevance beyond its paid distribution.
The Content Deliverables
The campaign delivered one Instagram Reel and one Instagram Story, with creative built around the rescue-from-beauty-mishap concept. Both pieces were designed to sit naturally within CC Clarke’s content feed while clearly flagging the @JustEatUK and @Superdrug partnership. The Reel, in particular, was structured to function as standalone entertainment: the kind of content that earns views and shares on its own merit rather than relying purely on a branded boost.
This approach reflects a broader shift in how effective beauty brand partnerships are being constructed. Audiences have become highly attuned to sponsored content that feels disconnected from a creator’s usual output. The most commercially effective collaborations, therefore, are the ones that sit at the intersection of the creator’s natural territory and the brand’s core proposition. Here, that intersection was clear: CC Clarke’s glam content identity mapped directly onto the problem Superdrug on Just Eat was built to solve.
The ‘Glam in a Jam’ Experience
As part of the wider campaign, limited 45-minute in-home glam rescue sessions were announced in London and Manchester, with bookings open via Eventbrite for London and Eventbrite for Manchester to consumers within select postcodes. The concept was a natural extension of the campaign’s central idea: if Superdrug can be on your doorstep in 30 minutes, so can the glam.
The real creative power of the campaign, however, lived in the Reel itself. Produced as a direct demonstration of the Just Eat and Superdrug service in action, the content showed CC Clarke mid-routine, confronted with an empty makeup bag, and reaching for the Just Eat app to solve the problem in real time. The caption captured it perfectly: “panic over, I can order my OG lip tutorial combos to my door now @superdrug is on @justeatuk… all our glam emergencies sorted.”
What made the Reel stand out was how naturally the brand message was woven into CC Clarke’s own creative voice. Opening with the question “Can I bring the essence of the OG lip tutorials with new products of 2026?”, she moves through a relatable moment of discovering her makeup bag has been raided, navigating it without drama, and turning to Just Eat as the obvious solution. Her commentary does the work that most branded content struggles to do: it makes the service feel genuinely useful rather than simply promoted. Browsing Superdrug on the app, she builds a lip combo in real time, landing on a cool-toned liner, a lip stain, a gloss and her current favourite, the Fenty Beauty Gloss Bomb Fat Oil, for that “90s nostalgic” finish. The products arrive. The tutorial resumes. The message lands without a hard sell in sight. As she puts it herself: “Thank goodness for Superdrug on Just Eat. It’s saving the day.”
That kind of content is rare. It is educational, entertaining, commercially purposeful and completely native to the platform it lives on. For Just Eat and Superdrug, it provided something no traditional campaign format could easily replicate: a credible, first-person endorsement of the service embedded within content the audience already wanted to watch.
What Makes This Campaign Strategically Interesting
The ‘Glam in a Jam’ campaign is a clear example of what well-executed creator marketing can do for a retail or delivery brand trying to cut through in a crowded category. Several elements make it worth examining closely.
First, the insight was audience-relevant. Research cited around the campaign’s launch revealed that the average Brit loses four hours per month to last-minute makeup mishaps, with nearly half admitting they panic when running out of an essential product. That stat gave the campaign a grounded, relatable foundation: not just a product feature, but a genuine consumer moment the brand was responding to.
Second, the talent selection prioritised fit over fame. CC Clarke was not chosen for broad celebrity reach. She was chosen because her specific content niche, professional credibility and audience behaviour aligned precisely with what the campaign needed to communicate. That specificity is increasingly what separates high-performing brand partnerships from those that generate impressions but little meaningful engagement.
Third, the campaign was built for cross-channel amplification. Social content, PR distribution, experiential storytelling and brand social tagging all operated as part of a connected whole rather than isolated deliverables. As a result, the campaign had the potential to reach audiences at multiple touchpoints, from CC Clarke’s engaged Instagram following to PR coverage across beauty and lifestyle media.
Finally, the campaign served both brands’ distinct strategic needs within a single creative framework. Just Eat demonstrated lifestyle relevance beyond food delivery. Superdrug accessed a culturally current, creator-led route to framing its on-demand proposition as something people would actively want rather than simply use.
The Wider Context: Creator Marketing Meets Convenience Retail
The ‘Glam in a Jam’ campaign sits within a fast-moving trend in which convenience and quick-commerce brands are turning to creator marketing to communicate speed and accessibility in ways that feel human rather than transactional. Food delivery platforms, pharmacy chains and FMCG brands are all increasingly looking beyond traditional advertising formats to find creators who can narrativise their service propositions. The brands doing this most effectively are the ones pairing genuine product insight with talent who bring authentic cultural credibility to the brief.
For MN2S, working on this kind of partnership, where the talent is not simply a face in a campaign but a strategic vehicle for the brand story itself, reflects exactly how the agency approaches creator-led brand work. The goal is not just reach. It is resonance: campaigns that embed a brand’s message into content that audiences actively choose to watch.