Snoop Dogg drops it like it’s hot for Just Eat

Just Eat’s ‘Did Somebody Say’ jingle is an earworm, having been thoroughly embedded in the British public’s consciousnesses through pop culture references and (possibly overzealous) repetition.

However, as Just Eat (and the broader category) matures, it has become increasingly important to compliment top-of-mind awareness with meaningful impressions. But how? With a drizzle of something new, of course!

Let’s quickly set the scene: Snoop Dogg is sick of hearing the ‘Did somebody say’ jingle, so he serves up a subversive remix that pays homage to the range and convenience of meal delivery options available via Just Eat.

While showcasing self-aware celebrity endorsements isn’t new for the category, the strength of this execution is how Snoop Dogg drives the narrative – rather than the celebrity being chosen to fit the story. As a result, the ad feels natural, authentic, and highly differentiated.

We showed the ad to food delivery users in the UK, deploying our 3 C’s framework to predict its effectiveness:

• Captivate: Does it attract and retain attention, and engage in an emotional way?
• Connect: Is the brand instantly recognisable?
• Compel: Does it leave people with a lasting impression about the brand?

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Captivate

While the use of American celebrities in British commercials isn’t anything new (in fact, we covered Robert De Niro’s starring role for Warburtons last year), it also isn’t the norm. Here the reaction to Snoop Dogg was overwhelmingly positive, with Just Eat fully embracing his charismatic persona.

Meshing cinematic production qualities with a catchy rap adaptation of ‘Did somebody say’ demanded viewers’ attention from the get-go. And while the music wasn’t for everyone, it subverted expectations about what a Just Eat ad is and worked well in the context.

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Connect

While Snoop Dogg’s presence could have easily overshadowed everything else, the brand remained front-of-mind throughout by integrating ‘Just Eat’ into the comical lyrics, along with featuring the brand’s distinctive karaoke-style supers.

Furthermore, constructing the narrative around the exceedingly exotic locations Snoop Dogg required food delivery gave Just Eat an essential role in the ad. This was complimented by the overall tone and style aligning with the brand’s playful positioning.

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Compel

Just Eat’s irreverent personality came through clearly, with the parody on typical rap videos conveying ‘fun’ and ‘modern’ perceptions. This was complimented by functional benefits, with viewers’ consistently inferring that Just Eat offers a ‘wide range’ of meal delivery options.

While Snoop Dogg’s starring appearance didn’t overshadow product information, it also wasn’t just a sideshow. Four-fifths of viewers considered Just Eat the ‘leading food delivery brand’ – in no small part due to rubbing shoulders with a global superstar.

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Conclusion

All this worked to make Just Eat more relevant to people’s needs when considering food delivery services, while differentiating the brand versus competitors – especially crucial given the surge in demand during lockdown.

While celebrity endorsements don’t guarantee success (in fact, they’re just as likely to fail), the partnership between Just Eat and Snoop Dogg provides advertisers with clear learnings around how to maximise its chances:

• Fit: Even when the goal is to alter brand perceptions, there must be a level of alignment between the brand and celebrity.
• Synergy: Put the creative before the celebrity – a strong idea is better than a popular celebrity.
• Credibility: The celebrity should buy into the brand/product and epitomise its values.
• Integration: Ensure the celebrity actively drives the narrative, rather than the narrative being about the celebrity themselves.

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‍We were supported by leading market research technology platform Cint to collect data from respondents in the UK.