How Just Eat used music and talent to embed itself into culture.

Challenge

Just Eat is one of the original takeaway aggregators but more and more competitors were entering the landscape around 2017 to meet consumers’ changing demands in supply and ordering behaviours. Not to mention, newcomers to the market were built with modern audiences in mind, while Just Eat had to stay relevant and preferred while its infrastructure caught up with its competitors. Our challenge was to continue being the first platform people thought of when food ordering was suggested to ensure people opened our app before considering other platforms.

Insight

Food has never been just about nutrition– it’s well-loved and inherently joyful. Whether ordering in offers you the chance to dig into something you’ve been craving or gives you the sweet relief of not having to cook, nothing beats the feeling of joy when your delivery is at your door.

Strategy

Just Eat doesn’t just deliver food, it delivers joy. 

We wanted to create a platform that embodies this joy, excitement and sense of anticipation at the mere thought of ordering delicious food to the doorstep, and put Just Eat at the centre of that moment.

Solution

Taking our inspiration from meme culture, we designed an irresistibly catchy mnemonic that could spread throughout culture. In our first year, we took our time to establish “Did Somebody Say” as a distinctive asset– using our partnerships and wide-reaching media channels to land the jingle in people’s minds. In the following years, we took it up a notch with some serious celebrity talent. We crafted bespoke tracks in collaboration with the likes of Snoop Dogg and Katy Perry tapping into their iconic love of food, playful senses of humour, and unique styles.

Results

• Within the first month of launching the Katy Perry asset, Just Eat Takeaway saw a +3% TOMA increase globally. 
• Within the first six months, the Katy Perry campaign had a whooping 121k Tiktoks using the ‘Did Somebody Say’ track as the audio and had 315m+ listens of the ‘Did Somebody Say’ track on just the one platform.
• Excluding TikTok, the campaign also had 259m social impressions, 124k social mentions and an influencer reach of 11.2m. 
• 75% Brand recognition amongst the UK population (compared to McDonald’s 19-year slogan “I’m Lovin It” at 77%) and rated the #1 sonic brand in the UK based on appeal, salience, value and personality. 
• Just Eat Takeaway continues to be the #1 brand in the food delivery category globally, all while entertaining a nation.