Global delivery platform Just Eat has enlisted Christina Aguilera and rising hip-hop star Latto to front the latest iteration of its “Did Somebody Say” campaign, first launched back in 2019.
This is the first time two artists and two different musical genres have been used, and, bringing together Latto’s hip-hop with Aguilera’s range of operatic vocals, the duo creates a musical showstopper, apparently designed to reflect the surprise customers feel when they see the selection and quality of food choices available on Just Eat.
Building on the success of Snoop Dogg and Katy Perry, the company claims the latest instalment “brings Just Eat to life in a new light, showcasing that the food delivery giant doesn’t just deliver delicious takeaways, but caters to your every food need with everyday essentials such as groceries, to premium fine-dining dishes such as sushi and gyoza”.
Created by McCann London, the TV spot begins with Latto and Aguilera dressed in baroque style as operatic queens, both being offered an array of their favourite Just Eat food, including tacos, poke bowls and fresh Thai salad, while delivery couriers and operatic suitors perform elaborate choreography around them.
The lyrics are designed to showcase not only the range of premium dishes, food and groceries available on Just Eat, but also reflect the rise in demand for food delivery in non-traditional takeaways, including lunch, dinner and brunch.
The campaign will run across TV, OOH, DOOH, cinema, social and radio, including bespoke content created by DEPT, with media being handled by UM.
It will launch in the UK this Friday during Channel 4’s Gogglebox and will then be rolled out across multiple markets covering Europe, Canada, and Australia over the following months.
Just Eat Takeaway.com vice-president of global brand Susan O’Brien said: “Snoop Dogg helped us to emotionally connect with audiences and boosted our cultural currency, while Katy Perry cemented Just Eat’s role as the answer to all food cravings.
“As our business evolves to offer more choice and convenience from your favourite local takeaway to dine-in dishes and everyday essentials, it’s only right that we evolve our successful creative formula. The electrifying mix of Christina Aguilera and Latto is not only unexpected, but it reinforces the message that you’ll be amazed at the selection and quality available on Just Eat.”
McCann London creative directors Rob Webster and Alexei Berwitz added: “We wanted to bring the element of surprise to this creative, and thanks to our ever-courageous clients and the amazing efforts of all involved, this campaign hits unexpected notes at every turn – there’s no way hip-hop and opera should work, but much to our delight and relief, it really, really does.”
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