Just Eat brings the flava home with Craig David

Just Eat UK&I has dropped a new localised chapter of its long-running “Did Somebody Say” platform – this time with a distinctly British twist.

The campaign, developed by McCann London, taps R&B and garage mainstay Craig David to reimagine the brand’s now-iconic jingle through a UK cultural lens.

Unlike past iterations featuring global names like Snoop Dogg and Katy Perry, this marks the first time the campaign zooms in on the UK and Ireland.

David’s garage-infused track scores a 60-second hero film directed by Romain Chassaing, set on the surreal “Impossible Street,” where neighbours’ takeaway cravings – from baby-fuelled parents to self-care bathers – play out in quick succession.

The creative direction, helmed by Rob Webster and Alexei Berwitz, leans into hyperlocal insight: “every neighbour got their flava.”

It’s a clear shift toward community storytelling, reflecting the evolving scope of Just Eat’s services, from late-night cravings to last-minute groceries and beyond.

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

“We’ve strived to create content so authentic it feels like a natural extension of Craig’s own voice,” said Crystal Malachias, Global Co-MD of McCann Content Studios. “It’s been an absolute privilege to witness the magic that happens when everyone works together.”

With media by UM, social planning from DEPT®, and creator-first executions by Billion Dollar Boy, the fully integrated campaign launches across TV, DOOH, radio, cinema, and digital.

The hero spot debuts Friday 5 September during Channel 4’s Gogglebox.

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