Just Eat recruits stars for its latest campaign – but will it make a difference?

Just Eat recruited pop superstar Christina Aguilera and the rapper Latto for the latest entry in its long-running “Did Somebody Say” campaign, with the pair rapping and singing about the delivery brand in an ad that launched on October 12. The Genie in a Bottle singer and the Grammy-winning hip hop star are the latest in a line of celebrities from Eric Cantona to Katy Perry to promote the brand. But did their appearance rub the public the right way – or do Just Eat dirrty?

Data from YouGov BrandIndex shows that, between October 11 – the day before the ad debuted – and October 18, Ad Awareness scores for Just Eat rose from 29.2 to 34.9: an increase of 5.7 points.

The ad’s launch also appears to have coincided with a doubling in Word of Mouth Exposure scores from 4.3 to 8.3 (+4.0), and an increase in Quality scores from 1.1 to 5.2 (+4.1). Buzz scores, which measure whether people have heard anything positive or negative about a brand in the past two weeks, saw a slight increase from 1.1 to 2.5 (+1.4).

Consideration also saw a small rise from 15.8 to 17.8 (+2.0).

Overall, the first week since Just Eat launched its new campaign has seen improvements to some key measures for the brand.