Client: Just Eat
Product: Just Eat
Title: Just Eat ft. Snoop Dogg
Media: Integrated
Country: UK, Australia, Denmark, Ireland, France & Norway
Date Of Campaign: 8 May 2020

Background:

Back in 2019 Just Eat launched a catchy new jingle – aptly named ‘Did Somebody Say Just Eat’. The infectious earworm had the ability to get inside your head…and stay there. But whilst people knew it, they definitely didn’t love it, and soon the internet hated it. Just Eat were bombarded with angry comments online. Some were straight to the point, proclaiming ‘ban this song NOW’ whilst others were more creative in their assessments, writing ‘this song makes me want to pull out my own teeth with pliers’. The brief was simple. Make ‘Did Somebody say Just Eat’ famous for the right reasons and convert all that brand hate, to brand love. All whilst cramming in more food than an all-you-can-eat buffet.

Given the reported investment in Snoop's ability to sell takeaways, Just Eat's campaign might seem like a gamble. However, all the evidence suggests that the raptastic ad has proved a hit with customers. On YouTube alone, the advert has been seen an astonishing 10 million times.

Results:

With this campaign we transcended the category and entered culture, embedding ourselves not just into people’s heads but also in their hearts. In the first 3 days of the UK launch it was viewed 4 million times and hit a record-breaking 98% net positive sentiment – with 24% of people who watched the advert on the organic Instagram post sending it to someone in their DMs.

We saw a +50% increase in consumers saying that they are more likely to order a takeaway from Just Eat as a result of seeing the advert and over two thirds of consumers also agreeing that the Snoop remix makes them feel more positive about Just Eat. To top it off, Google revealed it was number 1 in the top 10 most creative and engaging YouTube ads for 2020, whilst The Guardian newspaper labelled it as “the song that got us through 2020”. Source caples.org