Menulog, a global hybrid marketplace for online food ordering and delivery has unveiled its new creative platform, “Did Somebody Say Menulog” via newly-appointed creative agency McCann London and is one of the first in the Just Eat Group to launch the global creative.
“Did Somebody Say Menulog” seeks to capture the joy that Menulog in Australia and the Just Eat brand around the world, brings to any occasion.
The creative is designed to give Just Eat Group a simple yet bold platform that resonates across multiple markets for use across channels over the long-term. Specifically, assets have been developed for TV, radio, out-of-home and social channels.
Directed by Tom Kuntz through MJZ and shot on location in Poland, the TV advert features a couple/group of friends deciding whether to order a takeaway. As the suggestion is made, a cast of TV characters erupts in excitement and song, including Family Guy, sci-fi aliens, game show presenters and medieval warriors. A bespoke composition designed around the line, “Did Somebody Say Menulog”, the song will form the basis of a new global mnemonic, bringing to life the business’ vision of Serving the world’s greatest menu. Brilliantly.
The new platform marks Just Eat Group’s move to centrally produced creative brand assets that are fit for purpose locally, nationally and globally. Each market has their own version in their native language and has licence to ensure their assets resonate locally.
Says Susan O’Brien, global brand director, Just Eat: “Our new creative platform is all about making Menulog and Just Eat synonymous with takeaway delivery. It celebrates how we deliver not only food but the delight people feel when their favourite takeaway arrives, no matter where in the world they are. We’ve all experienced that moment of joy when the doorbell rings and your food arrives – our new ‘Did somebody say Menulog’ mnemonic celebrates that perfectly.”
Says Rob Doubal, CCO, McCann UK and co-president of McCann London: “As the takeaway market consolidates, stand-out and a clear brand identity are more important than ever. It’s been a real treat to have worked with the Menulog and Just Eat brands on such a single-minded brief and campaign. To capture the essence and joy of takeaway and distil it down to a few core elements has taken a massive team effort, and a truly global spirit of collaboration. We can’t wait to see the work go live. Did somebody say Menulog?!”
The TVC is now live in Australia, with extensive digital, OOH and radio campaigns to support. Menulog will celebrate the launch of the campaign with an experiential activation at Australia’s busiest station, Flinders Street, w/c 13 May 2019, followed by a Sydney launch at the end of May.
The new creative platform will launch across other Just Eat Markets from April – October 20219, including UK, Ireland, Denmark, Italy, France and Switzerland.
Just Eat appointed McCann globally in December 2018 following a competitive pitch.
Client: Just Eat Group
Client: Susan O’Brien, Global Brand Director, Just Eat
Creative Agency: McCann London
Co-Presidents and CCOs: Rob Doubal and Laurence Thomson
Creative Directors: Rob Webster and Alexei Berwitz
Creatives: Rob Webster, Alexei Berwitz, Ben Buswell and Andrew Singleton
CSO: Theo Izzard-Brown
Planner: Ipeknaz Erel
Planning Partner, Digital & Innovation: Mariam Asmar
Managing Director: Sheryl Marjoram
Business Lead: Tommy Smith
Account Manager: Joely Buxton-Smith
Project Director: Angela Hill
Chief Production Officer EMEA: Sergio Lopez
Executive Producer: Sophie Chapman Andrews
Agency Producer: Jen Gillen
Agency Producer: Serena Moll
Agency Producer: Jamie Cooper
Production Director: Lee Storrer
Design lead: Lisa Carrana
Designer: Julian Kerr
Designer: Joe Hedges
Business Affairs Lead: Molly Strasser
Business Affairs: Joseph Sieff
Creative researchers: Holly Webster and Pam Oskam
Craft Music Supervisor: Chris Graves
VFX Animations: Kasia Nalewajka & Chris Ketchell
Music Production House: String & Tins
Composers: Toni Robinson/Adam Smyth
String & Tins Music Producer: Eimear Ní Ghuaire
Singers: Toni Robinson, Adetoun Anibi, James Thompson,
Spanish Singer: Susana Ruiz
Danish Singer: Elisabeth Valentine Kristiansen
Family Guy Licensing: Born Licensing on behalf of 20th Century Fox
Production Company: MJZ
Director: Tom Kuntz
Producer: Tim Wild
DOP: Tim Maurice Jones
Production Co Executive Producer: Helen Kenny
Production Manager: Daniel Gay
Production Designer: Sophie Becher
Costume Designer: Mr Gammon
Editor: Russel Icke At Whitehouse Post
Whitehouse Editors: Will & Steven Waltham
Whitehouse Producer: Antonia Porter
The Mill, Producer: Gin Godden, Mia Saunders
Audio, 750MPH: Mary-Ann D’Cruz and Sam Robinson