FROM A BRAND WITHOUT MEANING TO A BRAND WITH SWAGGER.
HOW A COMMERCIAL FOCUS IN SOCIAL & DIGITAL ENABLED MENULOG TO BUILD BRAND AND DELIVER GROWTH ACROSS MULTIPLE STRATEGIC PRIORITIES.
With Menulog acquired in 2020 by Just Eat, the business has made considerable investment into building the new look brand and acquisition of customers in Australia.
With the brand platform ‘Did somebody say’ rolling out globally with Snoop as the front man, Menulog needed to find ways to localise their message and continue to deliver brand salience in a cost effective way.
Our strategic approach was to use digital and social channels with a strict commercial focus, aligning all activity with tangible business objectives and not vanity metrics such as engagement.
INTEGRATED CAMPAIGNS, TACTICAL CAMPAIGNS, SOCIAL, DIGITAL, ECOMM
+178%
Growth YOY
+81%
Awareness in Youth
-30%
Cost per order
+300%
pre pandemic orders
HOW MENULOG SATISFIED AUSTRALIA’S MUNCHIES ON SNOOPS FAVOURITE DAY.
Menulog’s MO is to target youth. And Snoop Dogg had really delivered for us. But Snoop’s contract had expired leaving a large gap in our advertising. So, we needed to find something from his world to keep people engaged, without the mega-star price tag.
So we looked to one of his favourite days of the year. The 20th of April a.k.a 4/20 or International weed celebration day as a tent pole moment to drive orders activated through a consumer promotion, PR, social and digital.
Our campaign resulted in a 22% increase in orders on 4/20/21, over 12.9 million media impressions and an earned media value of $320K.
ADOPTING TIKTOK BEHAVIOUR TO DRIVE PENETRATION WITH YOUTH.
In 2020, lockdowns were keeping people inside – creating a huge opportunity for home delivery. In this highly competitive category, youth was a key priority for Menulog in delivering growth.
And TikTok was the best channel to reach this younger audience with time spent on the platform increasing by 25% in 2020 alone.
#DeliveryDressDown was born, a TikTok hashtag challenge that flipped the popular meme FOMO (fear of missing out) on its head and instead celebrating the indulgent joys of staying home and ordering delivery.
We launched with 30 Australian TikTok creators including big names such as Jamie Zhu, The Rybka Twins and The Chainz Family with the audio que created by Mashd n Kutcher.
The campaign achieved +33 million views (103% increase on previous campaign), a +17% in ad recall and a 20% brand uplift.
HOW WE KEPT SNOOP’S ANTHEM IN EVERYONE’S EARS BUT MENULOG IN PEOPLES MINDS.
Menulog is all about delivering joy and Snoop’s take on ‘Did Somebody Say?’ had done just that.
The only problem was, Snoop was stealing the limelight. We needed a way to keep Snoop’s anthem in everyone’s ears, but Menulog in everyone’s minds.
So we turned to the Aussie music scene and TikTok to help us by challenging people to put their own spin on Snoop’s ‘Did Somebody Say?’.
All punters had to do was spit a duet with local artist Big Twisty for the chance to win a recording prize with Mushroom, valued at $25K.
The campaign reached over 4.46 million people in Australia with a 20% increase in ad recall on YouTube, a 31% increase in ad recall on Spotify and a PR reach of over 1.5 million people.
LAUNCHING MACCAS ONTO MENULOG & DRIVING AWARENESS THROUGH TO CONVERSION.
As part of Launching Maccas onto Menulog, we developed a suite of sophisticated creative messaging to drive brand salience, consideration of different menu items and meal occasions and conversion with day part offers and app download incentives.
BUILDING THE ULTIMATE DELIVERY VEHICLE TO LAUNCH MACCAS ON MENULOG.
To launch Macca’s on Menulog, we partnered with car modification experts to develop a series of innovative modifications to a ‘70s era Cadillac Lowrider, turning it into the ultimate Macca’s delivery vehicle.
Modifications include ‘Frydraulics’, which uses the car’s hydraulic suspension to perfectly season fries, ‘Hot Fudge FM’, which uses the car’s radio console to pour hot fudge sauce onto a McDonald’s® sundae. and an Emergency McNuggets® Dispenser for sudden nug-mergencies.