Just Eat will tomorrow (9 May) launch a spot in which characters on a TV turn to the couple watching to perform a passionate gospel number, the lyrics of which consist of the question "Did somebody say Just Eat?"
It is part of the first campaign for Just Eat by McCann London, which was appointed to the brand’s global creative account in December 2018. It was created by Ben Buswell, Andrew Singleton, Rob Webster and Alexei Berwitz, and directed by Tom Kuntz through MJZ.
UM, the media agency that is part of McCann Worldgroup, has just been appointed to handle Just Eat’s global media planning and buying business in 10 countries. UM will replace various shops, including M/SIX in the UK.
The TV ad will air for the first time tomorrow evening and will then feature in shows including Gogglebox and Britain's Got Talent, and in live football across Sky and BT Sports in 60- and 30-second edits. It will be supported by radio, digital audio, social and out-of-home.
The spot first aired in Spain last month, then Australia. The UK launch will be followed this month by Ireland and Denmark, with Italy, France and Switzerland later in the year. Each market has its own version of the campaign in its own language.
Performed by a motley crew of aliens, game-show hosts, vintage cinema lovebirds and Stewie from Family Guy, the composition used in the ad will form the basis of a global mnemonic.
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."
Just Eat has also partnered the London edition of the Metro to create a "singing coverwrap" of the newspaper that will be available at Liverpool Street and Waterloo stations on a date yet to be announced.
Rob Doubal, chief creative officer at McCann UK and co-president of McCann London, added: "In a highly competitive market, standout 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."