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, where we noticed something interesting with the data, especially around 4:20pm. This sparked our idea.

First we baked a daily $4.20 discount into our app that only appeared at 4:20pm. Then we posted, tweeted and snapped juicy hints also at 4:20pm everyday.

We painted a giant mural and put up some mouth-watering posters on the 420 bus route. We then gave free delivery to anyone who lived on ‘High Street’ and created a 420 error page for anyone searching “Menulog 420”. We finished by inviting youth media to celebrate the campaign and help distribute $420 Menulog Munchie Vouchers to anyone who discovered what we were up to.

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.

Brand strategy, creative platform, integrated campaign, content and connections planning