Just Eat 'Every Neighbour Got Their Flava'

Client: Just Eat

Just Eat faced a challenge beyond awareness: declining cultural relevance, lower ordering frequency among loyal customers, and stalled market share growth. To reverse this trend, the brand needed to reconnect emotionally with consumers and reclaim its place in UK culture.

Our insight was that Just Eat had become focused on selling its service rather than creating feelings. While competitors competed on discounts and subscriptions, we saw an opportunity to win through entertainment. Music had always been central to the brand's most successful work, so we returned to that heritage by partnering with British icon Craig David. Together, we reinvented the famous "Did Somebody Say..." platform through Every Neighbour Got Their Flava, a remix of Craig David's classic 7 Days. Celebrating Britain's diverse food culture and the moments that unite communities, the campaign was designed as a piece of entertainment, not just advertising. To bring the idea to life, we adopted a media strategy inspired by a record label. A music video launched during major cultural moments, supported by cinema, audio, social, influencer, PR and experiential activity. Craig David debuted the track at a launch event hosted in a Just Eat restaurant partner, generating authentic buzz and earned attention. The campaign then expanded through a fully integrated ecosystem spanning broadcast, streaming, social, creators and out-of-home. By turning a brand platform into a cultural event, Just Eat re-established emotional connection with consumers, rebuilt relevance, and delivered meaningful improvements across brand engagement, consideration and commercial performance.