CLIENT
Menulog
1. Fiona Bateman - Head of Brand
2. Simon Cheng - Marketing Director
AGENCY
1. Isabella Best - Senior Account Manager
2. Ben Coulson - Chief Creative Officer
3. Caroline McLaughlin - Senior Business Lead
4. Daniel Miller - Creative Director
5. Christian Duffy - Creative Director
6. Roshni Hegerman - Executive Planning Director
Universal McCann
1. Hayley Pyper - Client Director
2. Rahma El Sayed - Integrated Planner
SUMMARY
UberEats perpetually had an upper hand on Menulog with its tech, integration and scale. Quickly losing ground with youth, Menulog was becoming unfavourably compared to as the “Nokia” of food delivery services. We needed to shift perceptions from ‘meh’ to ‘trending’. Tapping into the return on entertainment, we unleashed the power of music by turning our jingle into a global jam. Leveraging global pop star, Snoop, we went Doggy Style, activating TikTok, NRL and QSR. We got people singing “Did somebody say…” and achieved 104% increase in orders.
