The archive · Advertising · Marketing decision · 2023–2024
Just Eat's 'Did Somebody Say' jingle becomes its ad platform, sung by Aguilera and Latto
Just Eat built its whole advertising platform on one musical mnemonic, releasing it as a 60-second branded track by Christina Aguilera and rapper Latto.
Just Eat
What it had to solve
In food delivery, hungry people tend to order the first thing that comes to mind, so top-of-mind awareness is essential. Just Eat had built a distinctive musical mnemonic, 'Did somebody say Just Eat?', but it was still being used only as a sign-off.
How it works
In food delivery, hungry people order the first thing that comes to mind, so being top of mind is the whole game. Just Eat already had a distinctive musical mnemonic, 'Did somebody say Just Eat?', but it was used as a sign-off rather than as the idea itself.
The creative leap was to stop treating the mnemonic as an outro and to build the entire advertising platform around the sound. The mnemonic was extended into a 60-second branded-audio track, performed by rapper Latto and pop icon Christina Aguilera, a duo chosen to reach both digital natives and older demographics.
Marrying hip-hop with operatic elements made the track feel contemporary while signalling quality, and the lyrics themselves carried the brand story. RadicalMedia London produced the film, and the music was recorded through RCA, with Three Wishes Productions and Big Latto also credited.
The result was a campaign whose signature was audible rather than just visual: the mnemonic became the architecture every ad was built on. The work is held in the D&AD awards archive for Radio & Audio and Sound Design & Use of Music; that archive page records no separate audience numbers.
Why it lands
- Top-of-mind recall decides food-delivery orders, so putting one sound on every ad built memory through repetition.
- Pairing a pop icon with a rapper let a single track bridge generations instead of choosing one audience.
- Hip-hop fused with opera signalled quality in a contemporary way while the lyrics kept telling the brand story.
- A sound-based platform stayed distinctive in a category where TV spots tend to blur together.
What it did
The mnemonic stopped being an outro and became the architecture of the campaign: advertising was built on one owned sound that carried the brand story in song. The D&AD archive page records no separate audience numbers, but the work earned a place in the awards archive for Radio & Audio and Sound Design & Use of Music.
What you can take
A mnemonic compounds when it becomes the campaign architecture rather than a sign-off: one owned sound can carry a whole platform and, with the right cast, bridge generations.
Since then
The 60-second track turned the mnemonic into the anchor of the campaign rather than its closer, and the work entered the D&AD awards archive as an example of building an advertising platform on an owned sound. Just Eat kept casting new performers for the same 'Did Somebody Say' platform, so the Aguilera and Latto chapter was one instalment of a longer-running idea that treated one jingle as durable brand architecture.
Sources
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