In Australia, Just Eat (aka Menulog) and Did Somebody Say…have gone hyperlocal, with a deluge of individual videos, posters and radio ads for various regions of Australia by Thinkerbell, a hip-hop track by musical duo, Bliss n Eso, and a creative partner, AI.

But Just Eat has also just launched its first campaign focussed solely on the UK and Ireland. And while Australia’s version celebrates local food heroes [read: restaurants], the McCann London version celebrates local culture and communities with little stories about the delivery orders of everyday people highlighting how Just East meets their needs and wants.

The hero 60-second film, directed by Romain Chassaing from Academy Films, stars Craig David and a garage-inspired rendition of Did Somebody Say…

Social executions were produced by McCann Content Studios, McCann’s in-house content team, built on a fandom strategy, drawing inspiration from the music industry to create engaging and shareable content, and including 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.

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 full campaign will run across TV, DOOH, cinema, radio and social, with a creator-first campaign from Billion Dollar Boy across digital.

DEPT® led social planning, UM ran media, Mischief led on UK PR and Teneo, Ireland PR.

Credits:
Client: Just Eat UK
Global Chief Marketing Officer: Ralph Rijks 
Managing Director UK&I: Claire Pointon
Marketing Director UK&I: Andrew Cocker
Head of UK Marketing: Emma Wood
Head of IE Marketing: John Carey
Head of Media & Social: Ryan Gardiner
Senior Brand & Campaigns Manager: Megan Hill
Senior Marketing Manager IE: Karen Downey
Senior PR Manager: Georgie Oakford
Senior Social Manager: Jack Pauley
Global Studio Creative Director: Kaz Martin
Global Senior Producer: Laura Blanshard
Senior Project Manager: Sade Ogunade

Creative Agency: McCann London
CCO: Emiliano De Pietri
Executive Creative Director: Regan Warner
Creative Directors: Rob Webster & Alexei Berwitz
Senior Creatives: Stephen Yeates & Adam Taylor-Smith
Head of Strategy: Aaron Harridge
Strategy Director: Alex Passingham
Junior Strategist: Mary Mekonen  
CEO: Mel Arrow
Co Managing Director – McCann Content Studios: Crystal Malachias 
Managing Director: Tommy Smith 
Managing Partner: Lucy Nebel
Business Director: Kimren Dhesi
Account Director: Alizée Lawson
Project Manager: Shannon Ploch
Account Executive: Millie Theobald
Design Directors: Ben Anthony & Max Henderson
Graphic & Motion Designer: Lexi Hoskins
Designers: Kyle Ayuba & Chloe Delhumeau

Social: McCann Content Studios, part of McCann London
Digital Production: CRAFT London Production, part of McCann London

Production Company: Academy Films
Director: Romain Chassaing
Executive Producers: Simon Cooper & Medb Riordan
Producer: Neil Andrews
Production Manager: Ben Burdock
Production Assistant: Michelle Cheung
Directors Assistant: Caroline Soussen
1st AD: Rob Thorpe
DOP Giuseppe Favale

Bulgaria Unit Service: Co B2Y
Producers: Simeon Vasilev & Velika Zheleva
Production Coordinator: Rodein Faraj

Sound: 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

Editing: Tenthree
Producer: Rachel Goodger
Editor: Ellie Johnson
Assistant Editor: Rebecca Campbell

Post-Production & VFX: 1920
Creative Director: Ludo Fealy
VFX Supervisor 2D: Ryan Hadfield
VFX Supervisor 3D: Will Davis