Uncensored CMO
How Just Eat used celebrities and jingles to help them become market leader - Susan O'Brien
Dec 13, 2023
Susan O'Brien, VP Brand at Just Eat Takeaway, discusses how they used celebrities and catchy jingles to become market leaders. Topics include the 'Did Somebody Say' campaign, impact of audio branding, investing in celebrity talent, and advice for marketers in scale ups.
43:00
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Quick takeaways
- Just Eat's 'Did somebody say' campaign with famous artists like Snoop Dogg and Katy Perry helps emotionally connect with customers, elevating the brand and making it memorable.
- Just Eat tailors campaigns to different markets and customer segments, using international talent to reach and engage new and younger audiences like Gen Z, promoting frequent and varied use of their platform for everyday meals.
Deep dives
The Power of Branding and Connecting with Customers
Just Eat's famous 'Did somebody say' campaign serves as an earworm that sticks in people's minds and keeps the brand top of mind. The campaign aims to be front and center when people think about food delivery. By using famous artists like Snoop Dogg, Katy Perry, Christina Aguilera, and Lata, Just Eat delivers its messaging in a credible and authentic way. The use of talent elevates the brand and helps emotionally connect with customers. Building partnerships with agencies like McCann and having a strong relationship with them enables consistent execution and quality across campaigns.
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