What's Your Flava? Craig David signs up for Just Eat blitz

Just Eat UK&I has launched the latest iteration of its “Did Somebody Say” campaign, featuring Southampton’s finest R&B and garage star, Craig David, the man behind such classics as Fill Me In, 7 Days and What’s Your Flava, which marks the first time the on-demand delivery app has brought the focus solely to the UK and Ireland, with a celebration of local culture that stars homegrown talent.

Following in the footsteps of Snoop Dogg, Katy Perry, Christina Aguilera and Latto, Craig David’s garage-inspired rendition of the Just Eat mnemonic is designed to create a new nostalgic sound that champions community, while highlighting the many needs and desires that Just Eat caters to.

Created by McCann London the Did Somebody Say UK and Ireland campaign celebrates the people and places of the UK and Ireland, brought to life through Just Eat’s lens on customers’ local ordering habits.

From thatched cottages and lighthouses, to sleek city flats and suburban semis, the creative leans into the insight that ‘every neighbour got their flava’. With a focus on hyper-local conversations, it sees a shift for the established brand platform into a new era of joyfully serving every household across today’s modern and multicultural UK and Ireland.

The 60” film, directed by Romain Chassaing from Academy Films, sees our Craig narrate an exhilarating whistle stop tour of the imaginative ‘Impossible Street’, a residential road home to an array of bubbly neighbours.

He stops by six houses, visiting a young couple with three babies enjoying a takeaway and pick-me-up coffee, a man cooking for his date but missing a vital ingredient, and a woman enjoying a bath surrounded by self-care products. The lyrics are not only designed to speak to a vivacious and diverse portrait of communities, but also reflect the need for on-demand convenience, highlighting how Just Eat truly serves every side of the neighbourhood.

The fully integrated campaign will run across TV, DOOH, cinema, radio and social. Bespoke social content created by McCann Content Studios and a creator-first campaign from Billion Dollar Boy stretches the campaign across the digital landscape.

The social executions have been delivered by McCann Content Studios, McCann’s in-house content team.

Just Eat UK&I marketing director Andrew Cocker commented: “We’re thrilled to launch the next chapter of our ‘Did Somebody Say’ platform with the legendary Craig David. The latest campaign is a brilliant celebration of community, perfectly capturing how Just Eat serves every household and every need across the UK and Ireland. Whether it’s a takeaway for a cosy night in, a last-minute grocery item for busy families, or a selfcare treat for yourself, Just Eat is there for every moment.”

McCann London chief executive Mel Arrow added: “Craig David is an icon, UK garage is an institution, and the ‘Did Somebody Say…’ platform continues to deliver hit after hit. This campaign signals a new, localised era of relevance for the Just Eat brand. Full of convenience economy insight, and British personality and flava. Well done McCann, and thank you to our brilliant Just Eat UK&I clients who continue to show both their excellent taste and commitment to making stand-out work.”