Just Eat Recruits Music Legend Craig David

Today, Just Eat UK&I launched its latest iteration of the iconic ‘Did Somebody Say’ campaign, starring none other than R&B and garage legend, Craig David. This is the first time the on-demand delivery app brings the focus solely to the UK and Ireland, with a vibrant celebration of local culture that stars homegrown talent.

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

Created by McCann London’s senior creatives Adam Taylor-Smith and Stephen Yeates, with creative direction from Rob Webster and Alexei Berwitz, 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 unique 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.

On his new partnership with Just Eat, Craig David said: “It’s an honour to team up with Just Eat and bring a garage flava to the iconic ‘Did Somebody Say’ track. I’ve always been about celebrating and championing communities, and the lyrics get to the heart of everyday moments that connect us all. It’s a joy to follow in the footsteps of the legendary artists that have been part of Just Eat's “Did Somebody Say” legacy and to do it for the first time with a focus on the UK and Ireland, is something I’m really proud of.”

The hero 60” film, directed by Romain Chassaing from Academy Films, sees Craig David narrate an exhilarating whistle stop tour of the imaginative ‘Impossible Street’, a residential road home to an array of bubbly neighbours. Craig David 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 catchy lyrics not only 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.

Andrew Cocker, UK&I Marketing Director at Just Eat 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.”

Mel Arrow, CEO of McCann London said: “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.”

The social executions have been delivered by McCann Content Studios, McCann’s in-house content team. Recognising the social feed as a 'proverbial street', McCann Content Studios has adopted a fandom strategy, drawing inspiration from the music industry to create engaging and shareable content.

This approach includes a lo-fi, vintage VHS-style music video tapping into Craig David's garage roots, behind-the-scenes glimpses, acapella performances on the Impossible Street, candid snapshots captured by disposable cameras and a 'This or That' game revealing Craig’s preferred takeaway order. Their creative executions ensure the campaign resonates authentically with Just Eat's UK & Irish audience, driving engagement and solidifying the brand's connection to local culture.

Crystal Malachias, Global Co-MD of McCann Content Studios said: “Just Eat has developed a body of work which infiltrates and populates culture. A campaign like this lives, breathes and finds new life on social, so having content at the core of the project from the very start was of the utmost importance to us. We've strived to create content so authentic it feels like a natural extension of Craig's own voice, a user-generated vibe that actually resonates with audiences, as opposed to traditional advertising cut-downs. It's been an absolute privilege to witness the magic that happens when everyone works together, building something that's native to each and every channel it lives on.”

Just Eat UK&I and McCann London worked in partnership with DSC (Diversity Standards Collective), a global research company and collection of consultants, to ensure the campaign authentically and accurately represents the communities brought to life in the series.

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. It launches in the UK and Ireland on Thursday 4th September with the 60” first airing on Friday 5th September during Gogglebox on Channel 4 at 9:30pm.

Nick Morgan from Craft Talent managed the talent selection and negotiation process for Just Eat UK&I, including securing the unique partnership for Craig David. DEPT® led social planning and UM for media, while Mischief led on UK PR and Teneo on Ireland PR.

Credits:

Just Eat UK

Ralph Rijks - Global Chief Marketing Officer

Claire Pointon – Managing Director UK&I

Andrew Cocker – Marketing Director UK&I

Emma Wood – Head of UK Marketing

John Carey – Head of IE Marketing

Ryan Gardiner – Head of Media and Social

Megan Hill – Senior Brand and Campaigns Manager

Karen Downey – Senior Marketing Manager IE

Georgie Oakford – Senior PR Manager

Jack Pauley – Senior Social Manager

Kaz Martin – Global Studio Creative Director

Laura Blanshard – Global Senior Producer

Damien Herrington – IP Solicitor

Stephanie Wilson – Marketing Procurement

Sade Ogunade – Senior Project Manager

Creative Agency: McCann London

Mel Arrow - CEO

Emiliano De Pietri - CCO

Aaron Harridge - Head of Strategy

Regan Warner - Executive Creative Director

Crystal Malachias - Co Managing Director - McCann Content Studios

Tommy Smith - Managing Director

Rob Webster – Creative Director

Alexei Berwitz – Creative Director

Stephen Yeates – Senior Creative

Adam Taylor-Smith – Senior Creative

Lucy Nebel – Managing Partner

Kimren Dhesi – Business Director

Alizée Lawson – Account Director

Shannon Ploch – Project Manager

Millie Theobald – Account Executive

Alex Passingham – Strategy Director

Mary Mekonen - Junior Strategist

Ben Anthony – Design Director

Max Henderson – Design Director

Lexi Hoskins – Graphic & Motion Designer

Kyle Ayuba – Designer

Chloe Delhumeau – Designer

Amy Johnson – IPG Assistant Legal Director

MCS (McCann Content Studios, part of McCann London)

Bianca Eglinton – Social Creative Director

Glynn Waltham – Social Creative

Max Mistry - Content Creator

Daisy Buzzel - Social Media Executive

CRAFT London Production (part of McCann London)

Clare Betts – Head of Business Affairs

Val Boyce – Senior Business Affairs Manager

Jeff Barlolong - Business Affairs Manager

Chris Graves – Music Supervisor

Nick Morgan – Talent Partner Consultant

Dennis Olsson – Co Head of Production

Jacob Gardner – Senior Producer

Ellery Woof – Assistant Producer

James Akerman – Producer

Jonathon Nixon – Producer

Martin McGinn - Producer

Jazz Casey - Assistant Producer

Robbie Maynard – Lead Creative Artworker

Rob Wildsmith – Head of Original Content and Production

Chloe Brown – Senior Producer

Alberto Boldini - Senior Post Producer

Matt Beckwith - Senior Content Creator

Josh Van Der Velden - Editor

Josie Farrugia - Editor

Leo Baynes - Audio Engineer

Academy Films

Director Romain Chassaing

Executive Producer Simon Cooper

Executive Producer Medb Riordan

Heads Of Sales George Floyd

Directors Rep. Cara Mills

Producer Neil Andrews

Production Manager Ben Burdock

Production Assistant Michelle Cheung

Directors Assistant Caroline Soussen

1st AD Rob Thorpe

Movement Director Charlie Mayhew

DOP Giuseppe Favale

Gimbal Op Daniel Ilabaca

Gaffer James Adair

Production Designer David Bersanetti

Art Director Polly Davenport

Just Eat Prop Stylist Ashleigh Latter

Food Stylist Katie Giovanni

Nutritionist & Food Stylist Megan Rogers

Stand In Food Stylist Holly Galliver

Hair & Make Up Artist Lu Hinton

Costume Designer The Lipops

Craig David Stylist Vivian Nwonka

Craig David Groomer Sarah Exley

Casting Director Kharmel Cochrane

Bulgaria Unit Service Co B2Y

Producer Simeon Vasilev

Producer Velika Zheleva

Production Coordinator Rodein Faraj

Art Director Momchil Tasev

Stunt Coordinator Antoni Davidov

Hair Stylist Karina Proykova

Make Up Artist Iskra Parladijska

Casting Director Antoni Davidov

String and Tins

Sound Design & Mix - Adam Smyth

Additional Sound Design - Kaspar Broyd

Foley - Cobblestone

Music Supervision - Eimear Ní Ghuaire, Matt Saunders-Davies, Mike Bamford

Audio Post Production - Eimear Ní Ghuaire

Tenthree

Producer - Rachel Goodger

Editor - Ellie Johnson

Assistant Editor - Rebecca Campbell

1920

Creative Director - Ludo Fealy

VFX Supervisor 2D - Ryan Hadfield

VFX Supervisor 3D - Will Davis

2D Artists - Aasheesh Singh, Matilda Craig, Rod Norman, Taylor Webber, Weronika Holak

3D Artists - Adrian Russell, Charlie Wilson, David Rencsenyi, Ville Nevalainen

AFX - Abi Tomasiewicz

Colourist - Kai van Beers

DMP - Emilis Baltrusaitis, James Furlong, Jordan Haynes

Producer - Ross Culligan

Co ordinator - Brooke Mowat

Music Production

Title - Every Neighbour Got Their Flava (Just Eat)

Artist - Craig David

Writers - Craig David, Michael Engmann, Ben Smith, Jordan Crisp, Toni Robinson and Adam Smyth

Publishers - Freckle Music Limited / Sentric Music Limited / String and Tins Limited

Label - Craig David under exclusive license to Believe UK

Producer - Mike Brainchild

Commercial Cost Control (CCC)

Annelise Nordaas – Lead Consultant

Graham Connor – Chairman

Ian Blackman – CEO

Others

Media handled through: UM

Social Media Planning handled through: DEPT