Just Eat, Ireland’s leading on demand food delivery platform, has produced a brand-new version of its ‘Did Somebody Say’ track as Gaeilge. This month, at the end of Just Eat’s latest brand campaign advertisements on TV, Video on Demand (VOD) and radio, which feature global superstar Christina Aguilera and rising hip-hop talent Latto, people will be able to hear ‘Did Somebody Say’ translated as Gaeilge to ‘An ndúirt duine éigin’. This new campaign is the first time that a food delivery platform in Ireland has ever featured the Irish language in its advertising creative.
The ‘An ndúirt duine éigin’ campaign is running across the month of March and has launched to coincide perfectly with Seachtain na Gaeilge; tapping into the Irish language and Ireland’s love of food.
Just Eat and McCann, supported by Core, created ‘An ndúirt duine éigin’ in response to an increasing popularity amongst the public to learn more of the Irish language, particularly amongst the platform’s target audience of 18-24 year olds*. The campaign, localised and conceptualised by Core has taken several Irish classic foods and given them brand new meaning as Gaeilge. Ireland’s iconic chicken fillet roll has been fondly referred to as the ‘Grá mo chroí‘ (Love of my heart), local food favourite, the spice bag, has been aptly titled as the ‘Spíosra na beatha’ (Spice of life).
A selection of the nation’s favourite dishes are not the only items available to order on Just Eat that have been given a fun Irish translation. Taking inspiration from Tik Tok viral trend, ‘Girl Dinner’, Just Eat has created its own take on the ‘Dinnéar an chailín’, like cheese, crackers, fresh fruit and a bar of chocolate, along with other grocery snacks such as popcorn, crisps and sweets, giving you the perfect excuse for a Lá sa Leaba’ (Duvet Day).
While ‘An ndúirt duine éigin Just Eat’ plays out on TV, VOD, and radio, these brand-new Irish translations developed by Core are front and centre of a multimedia channel creative. Coinciding with the launch of the campaign, Just Eat is also running a free delivery promotion with several of its Irish restaurant and grocery retail partners, including Supermac’s, Abrakebabra, Boojum, Chimac and Centra.
Commenting about the campaign, John Carey, Head of Marketing at Just Eat Ireland said: ‘It is great to see so many people in Ireland embrace the national language more, and we wanted to create a campaign to celebrate that. With our audience making it clear that they want a ‘cúpla focail’ more in their vocabulary, we’re delighted to give them a few more occasions (and excuses!) to consider ordering from Just Eat, as Gaeilge. These new phrases are brought to life in our brand-new creative, which immortalises Just Eat’s ‘Did Somebody Say’ track in Ireland’s native tongue. Maybe, you’ll always be singing the track that way, from now on!’
Caitriona Ni Laoire, Managing Director of Core Creative added: ‘As a Gaeilgeoir, I am very proud to have worked with Just Eat on this innovative new campaign, and to celebrate the Irish language, in a fun way. What an innovative way to celebrate our native language than adapting one of the most iconic advertising tracks in the world into Irish, and we can’t wait to see what the nation thinks of our tasty new Irish phrases, the perfect excuse to learn a few more ‘cúpla focail’!
To learn more about Just Eat’s brand new campaign, visit @justeatie on Instagram and Tik Tok.
