Menulog asks ‘What do you feel like?’ in major brand relaunch via M&C Saatchi, Sydney
Digital food delivery platform Menulog has launched its new brand positioning by asking one simple question: ‘What do you feel like?’ via M&C Saatchi, Sydney.
The new positioning reflects the extensive number of restaurant options on the Menulog platform making them a pioneer brand in the category.
The platform taps into a simple cultural truth about food, said M&C Saatchi executive creative director, Michael Canning: “When it comes to food, people ask each other ‘What do you feel like?’ everyday. As one of the world’s fastest growing digital food ordering services, this new platform positions Menulog as the answer, whatever you feel like.”
The agency worked with Menulog to develop the new integrated brand platform that drives to an optimised online app and website. The platform includes film, OOH, digital, social, PR, ambient media and radio.
The 60 second launch film was directed by Joel Kefali, an acclaimed international director who is best known for the creation of music videos for many of the world’s biggest names including Katy Perry (This Is How We Do) and Lorde (Royals), in addition to Aussie acts Tame Impala and The Presets. The film features music by Pharrell Williams.
Says Kim Russell, director of marketing, Menulog: “This relaunch represents an exciting new direction for the Menulog brand in Australia. We are proud to offer customers more choice of restaurants and cuisines and a better user experience than ever before. This is just the beginning.”
Says Mark Echo, client director, Match Media: “The online food ordering space is heating up in Australia and to relaunch the Menulog brand and cement their leadership position, we have partnered with the biggest properties in the country in a truly integrated way. The launch campaign will create a strong platform for the brand and will make Menulog part of the Australian vernacular.”
Client: Menulog
Barnaby Dawe – Just Eat Global CMO
Kim Russell – Director of Marketing ANZ
Tasman Page – Head of Marketing
M&C Saatchi – Agency
Andy DiLallo – Chief Creative Officer
Michael Canning – Executive Creative Director
Bjoern Ingenleuf – Associate Creative Director
Stuart Tobin – Associate Creative Director
Sophia Tubby – Producer
Goodoil Films – Production Company
Joel Kefali – Director
Juliet Bishop – Executive Producer
Amber Easby – Producer
Andrew Stroud – Director of Photography
Bruce Everard – Production Designer
Levi Beamish – Editor
Mat Elin (Palace) – Visual Effects
Media: Match
PR: The Ideas Suite
14 Comments
Very fresh work for Menulog, in what’s becoming a crowded market.
Love this!
And that’s an awesome VO. Few people can say “YOLO” and have me laugh. Anyone know who it is?
Tasty work.
Especially the cameo from Mish Walker 15 seconds in.
Looks like the manifesto video that was used to win the pitch..
Problem with menulog is the product, it’s a crap experience for both the person ordering and the person receiving the order..
All these guys are building a need for a service that none of them have actually built yet..
It’s the ad. Not the product. Dick.
Love this, nice work.
Re: ummm. Jelly much?
LOVE this.
‘It’s the ad. Not the product. Dick’ << and thats why advertising has no future..
Lots of self commenting going on here guys… give it a break.
It’s a patchy average visual piece that has moments of success but isn’t really more than the sum of its parts.
I get it, good try and good area to explore but no cigaro.
Agree with Hmm and Ummm. Please takeaway.
Noticed recently that there’s more than usual self commenting happening on this site.
Not only agencies but production companies and directors too.
Sad thing is it probably works in creating hype for average work which only lowers expectations. We need to start celebrating good work not everything and anything that gets posted on here.
This piece is ok. Good job but doesn’t deserve this much jerking off.
Why does the marketing for this type of service fail to deliver when the supplier is limited to responding to 1 hour delivery when we waited for more than 2 hours for our promised order ?