Just Eat, a leading global hybrid marketplace for online food delivery, today unveils its new global creative platform, ‘Did Somebody Say Just Eat’, as it seeks to capture the joy that Just Eat brings to any occasion.
Developed by newly-appointed creative agency McCann, the creative is designed to give Just Eat a simple yet bold platform that resonates across multiple markets for use across channels over the long-term. Specifically, assets have been developed for TV, radio, out-of-home and social channels.
Directed by Tom Kuntz through MJZ and shot on location in Poland, the TV advert features a couple/group of friends deciding whether to order a takeaway. As the suggestion is made, a cast of TV characters erupts in excitement and song, including Family Guy, sci-fi aliens, game show presenters and medieval warriors. A bespoke composition designed around the line, “Did Somebody Say Just Eat”, the song will form the basis of a new global mnemonic, bringing to life Just Eat’s vision of serving the world’s greatest menu. Brilliantly.
The new platform marks Just Eat’s move to centrally produced creative brand assets that are made for purpose locally, nationally and globally. Each market has their own version in their native language and has licence to ensure their assets resonate locally.
Susan O’Brien, Global Brand Director at Just Eat, said: “Our new creative platform is all about making Just Eat synonymous with takeaway delivery. It celebrates how we deliver not only food but the delight people feel when their favourite takeaway arrives, no matter where in the world they are. We’ve all experienced that moment of joy when the doorbell rings and your food arrives - our new ‘Did somebody say Just Eat’ mnemonic celebrates that perfectly.”
Rob Doubal, CCO of McCann UK and Co-president of McCann London, said: “In a highly competitive market, stand-out and a clear brand identity are more important than ever. It’s been a real treat to have worked with Just Eat on such a single-minded brief and campaign. To capture the essence and joy of takeaway and distil it down to a few core elements has taken a massive team effort, and a truly global spirit of collaboration. We can’t wait to see the work go live. Did somebody say Just Eat.”
The TV commercial will air for the first time on Thursday 9th May. Both 60- and 30-second versions of the advert have been created, and will feature on shows including Gogglebox and Britain's Got Talent as well as live football across Sky and BT Sports.
Radio and digital audio adverts will launch on May 9th, centred on the ‘Did Somebody Say Just Eat’ sonic. In addition, the brand has worked with the London Metro to create a singing cover wrap of the newspaper that features the ‘Did Somebody Say Just Eat’ sonic. The special edition of the Metro will be available at Liverpool Street and Waterloo stations in a few week’s time.
Just Eat appointed McCann in December 2018 following a competitive pitch.