Katy Perry steps up as the brand new face and voice of Simply Eat, taking on from Snoop Dogg and giving us a brand new advert to mark the brand new partnership.
Created by McCann London, the spot brings viewers inside Perry’s Dr Seuss-esque home as she sings a poppy, upbeat model of Did Anyone Say, composed by her, Kris Pooley, McCann London and the group accountable for the unique monitor with Snoop Dogg.
The advert follows Perry via a large doll’s home, as she rollerblades together with her just-ordered curry, eats sushi with two regal canines sitting subsequent to her and downs some ice cream whereas she is – naturally – wearing an ice-cream cone gown.
Directed by music video veteran Dave Meyers, who created Perry’s movies for Swish Swish and Firework, the advert cements the singer’s standing as the brand new cowl lady for the model. The senior creatives behind the marketing campaign have been Ben Buswell and Jo Griffin.
That is the primary world marketing campaign for the model since Simply Eat and Takeaway.com merged in 2020. The mixed entity appointed McCann London to its worldwide enterprise in March 2021 after an intensive pitch via AAR.
McCann has labored as Simply Eat’s inventive company since being appointed in 2018.
The “Did someone say” platform debuted in Could 2019, and in Could 2020 the model launched the iteration that many now know: “Did someone say feat. Snoop Dogg”.
Talking to Marketing campaign, Rob Webster, inventive director at McCann London, talking alongside fellow inventive director Alexei Berwitz, mentioned: “[The ad] was all the time meant to be one thing that was regenerated and reinterpreted. Episode two, we imagined in West Coast hip-hop type, as a result of Snoop, like the remainder of the UK, was fed up of listening to the unique.”
Tommy Smith, managing companion on the Simply Eat Takeaway.com account at McCann London, added: “The technique is identical. It’s simply completely different expertise, new style, completely different feel and appear, simply to maintain it alive for the third instalment.”
Following the merger of Simply Eat and Takeaway.com, the transient for the platform modified, that means it needed to attraction to 10 markets that had by no means seen adverts for Simply Eat earlier than, together with Germany, the Netherlands and Poland.
Smith mentioned: “We wanted to make it possible for this subsequent chapter adopted on with the identical cultural efficiency and had excessive sufficient altitude with our movie star that they might ship the celebrity and scale throughout [the new] markets.”
Media planning and shopping for has been accomplished by UM and the advert will run throughout TV, out of residence, digital out of residence, social and radio. Within the UK, it should launch on 20 Could throughout Gogglebox Channel 4.
On working with Perry, Smith mentioned she had been a “collaborative companion from day one” with a “hands-on” strategy, being concerned within the tune, visuals and costumes.
Perry mentioned: “Working with Simply Eat Takeaway.com was a extremely enjoyable and pure expertise. Coincidentally, most of my information and eras have had meals undertones to them, from strawberries, to peppermints, to now mushrooms.
“Ordering takeaway is a daily Saturday evening for me, so it was enjoyable to channel that right into a video that could be a mixture of the issues that deliver pleasure to my life: poppy shiny colors, wild outfits and meals puns sung over a catchy tune.”
Simply Eat launched the road “Did someone say Simply Eat?” in an advert by McCann London 2019 in a spot that mixed completely different genres of TV reveals. The model reimagined the road in a marketing campaign that includes Snoop Dogg, which launched 5 weeks late as a result of pandemic.
Susan O’Brien, vp, world model at Simply Eat Takeaway.com, mentioned: “Did someone say feat. Snoop Dogg put the model firmly on the cultural map, anchored the message that Simply Eat is the reply to all meals cravings, and related us with audiences, constructing model love and consideration in a fiercely aggressive sector.
“Whereas we’re launching with a blockbuster TVC, it is a world inventive model platform operating throughout 18 markets in 20 languages, and underpinned by a complete through-the-line activation technique. We’ve moved from two legacy organisations, working independently to 1 unified enterprise, and for the primary time, we’re presenting ourselves on a world stage in the identical joyful expression.
“Katy Perry brings unparalleled star energy and her playful nature matches ours to a tee. It’s the right partnership to proceed constructing the instinctive connection between Simply Eat and the enjoyment of meals supply.”