The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Agency: McCann
Client: Just Eat
Date: Dec 2020
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He’s been Snoop Dogg, Snoop Lion, DJ Snoopadelic, Snoopzilla, and now he’s Doggy Dog – a hairy Doberman that spits bars from his festive mansion, where he orders gold leaf burgers that arrive on a solid gold tray, on a solid gold sleigh.

Equipped with a tagline you can’t help but hum, Just Eat has unleashed its secret weapon upon the festive season, leveraging the rapper’s popularity to draw attention to its food delivery service this Christmas.

The rapper first gave Just Eat the Snoop Dogg treatment back in May. Billed as ’this year’s biggest collaboration’' the campaign saw Snoop jazz up its jingle – ’Did Somebody Say Just Eat?’ – doggystyle. Created by McCann, who won the newly-unified account back in 2018, the fresh tagline was a marked departure from the reign of Karmarama which focused on the ’magical world’ of Just Eat’s service.

The Christmas ad is, therefore, a continuation of the brand’s pivot away from convenience to an emphasis on joy. Listing off items from Just Eat’s menu of restaurants, the viewer’s stomach helplessly rumbles as ’Doggy Dogg’ raps about dough balls, burritos, and hot jerk chicken in a laid back tone, instructing them – ’whatever the venue, hit up the menu’.