Just Eat Takeaway.com has replaced its long-running celebrity-led “Did Somebody Say…” ad strategy – developed by McCann in 2020 – to highlight the ordinary moments in life that people never want to end under the new global brand platform “Stay Just Where You Are”.
Developed in partnership with VCCP, which was appointed to the worldwide account in February this year, the platform is built around a simple proposition: when people are enjoying themselves, the last thing they want to do is leave.
Whether that is watching football with friends, spending time with family or trying to secure festival tickets, Just Eat wants to be the brand that allows those moments to continue uninterrupted.
The creative overhaul follows larger-than-life appearances of celebrities including Snoop Dogg and Katy Perry, who helped establish one of the delivery category’s most recognisable creative identities.
At the heart of the launch are eight films directed by Michael Spiccia through MJZ, each exploring a different moment worth preserving. One follows a grandfather bonding with his grandchild for the first time, while others capture friends absorbed in the scramble for festival tickets and people making the most of the final hour of sunlight.
The grandfather film, in particular, finds its impact in the relationship between its characters, with the brand’s presence reduced to little more than the reassurance that an order is on its way.
The launch extends beyond the films. VCCP’s content creation studio Girl&Bear has produced another 11 social films, shot by Pip & Lib, while photographer Amanda Fordyce has created six minimalist out-of-home executions depicting moments including gaming, watching football, spending time with friends and family game nights.
The campaign also introduces an updated visual identity and an evolution of the ‘Did Somebody Say’ mnemonic, retaining established brand assets while moving them into a different creative world. It will run across TV, OOH, social, print, radio and PR, with WPP Media handling media, VCCP Roar leading PR and Fabric responsible for social.
The proposition is supported by Censuswide research among 6,000 adults across the UK, Germany and the Netherlands, which found that 81% want to spend more time in moments they enjoy, while 72% believe having food, groceries and other essentials delivered allows them to spend more time enjoying the things they value.
Just Eat global CMO Ralph Rijks said: “We’ve built a well-known brand through ‘Did Somebody Say’, but the role we want to play has evolved. ‘Stay Just Where You Are’ retains our distinctive brand assets, while moving the brand into a more meaningful and emotional space – one rooted in the moments people value.”
VCCP chief creative officers Chris Birch and Jonathan Parker added: “Stay Just Where You Are is one of those lovely winged unicorns that drops out of the sky every now and again in a pitch process and you’re just happy to jump on its back.
“Charming, true, simple, massive and capable of the tiniest nuance. It’s got the chops to make you laugh, cry and hungry all at the same time and it’s been a bloody pleasure coaxing it together with Just Eat who’ve been equally dreamy.”
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