Doing it doggy style serving up just eat joy

Agency: UM with McCann and Byte

"The nation’s largest restaurant aggregator was seeing their share of orders, particularly against young urbanites (Urban Spenders) being quite literally nibbled away by aggressive competition. Just Eat was delivering joy through its infectiously catchy “Did Somebody Say…” message but tracking showed it was verging on becoming an annoyance. It was key to win over Urban Spenders, as the highest and most regular spenders.

We brought in rap royalty, Snoop Dogg, (who our young audience recognised and loved more than stars like Drake) to remix the ad and make the brand culturally relevant. We did all this in the midst of a global pandemic when people needed joy (and takeaways) more than ever!

We dialled up Snoop Dogg to maximum volume, not just launching an ad but dropping cultural collateral to give young urbanites a reason to choose Just Eat. We treated the remix like a music video release, introducing it in a special break in Gogglebox, through on-air announcements on Capital, with #DoTheSnoop on TikTok and a food bling AR lens on Snapchat. We released behind the scenes footage and cranked up the joy though prompted serendipitous discovery of the ad in strange but comical TV placements like For the Love of Dogs.

Snoop smashed it. We hit record positive social sentiment and increased all brand metrics substantially amongst Urban Spenders. Most importantly, the campaign drove a net increase in sales significantly above the lockdown norm and a double digit ROI for every £1 invested"