Just Eat, the U.K-headquartered food delivery platform, has persuaded Snoop Dogg to star in its latest global campaign and give its well-known jingle a hip-hop makeover.

The humor in the spot centers around the brand's "Did somebody say just eat?" tagline, which has divided opinion in the U.K.—some finding it super irritating. Snoop Dogg hears it on TV and asks his assistant to "get these Just Eat fools on the line for me." He then gives the jingle the full rap treatment with bling, fur coats, large dogs and the rest. The spot was created via McCann London and directed by Francis Rousselet via Riff Raff Films and was filmed on location in Snoop Dogg's L.A. compound. 

“We know our original ‘Did Somebody Say Just Eat’ jingle is a bit of an opinion-divider and it led to many a conversation, or sing-a-long, as people enjoyed their favorite takeaway," said Susan O’Brien, Chief Marketing Officer at Just Eat in a statement. "As much as we love it, what better way to step things up a notch than to get the help of a global legend? Snoop answered our call and created a version of the song that got us all smiling."

The campaign will launch in seven markets (the U.K., Ireland, Austria, France, Denmark, Spain and Italy) and run for a year in every territory in media including TV, Out-of-Home, social and radio. It comes as food delivery platforms are more in demand than ever with restaurants shut down; yesterday, news emerged that Uber is to bid for rival Grubhub in a move to consolidate the sector.