Menulog delivers State of Origin with a side of Snoop in new campaign via McCann Sydney

Entertainment icon Snoop Dogg returns to Australian TV screens with a new Aussie verse for his remix of Menulog’s ‘Did Somebody Say’ jingle. Premiering during game one of the 2020 State of Origin series, the new TVC via McCann Sydney, also stars some unlikely collaborators – Rugby League’s most famous faces.

 

Featuring vocals by Greg Inglis, Craig and Johanna Wing and Ben Hunt, the new verse of the Menulog jingle is an ode to classic Australian footy foods featuring sausage sizzles and meat pies.

With Menulog signing on as a broadcast partner for the State of Origin series, Menulog marketing director, Simon Cheng, wanted to make a TVC that would get footy fans singing.

Says Cheng: “We wanted to build on the success of our incredibly popular ‘Did Somebody Say’ remix with Snoop, which has been streamed almost three million times since launching in June. To return to the studio with our ambassador Snoop Dogg, along with some Australian football icons, and create a song fans can get down to, is a huge win.

“Menulog’s association with the NRL started with our sponsorship of the South Sydney Rabbitohs, and so it’s fitting to extend this to the two biggest events on the footy calendar; the NRL Grand Final where our 15-second teaser first aired and the upcoming State of Origin kick-off game where our full 30-second remix will debut.”

McCann Sydney, chief creative officer, Ben Coulson, said the unexpected match is what made it an interesting partnership for the most anticipated sporting rivalry of the year: “Footy fans want to be entertained on the field and also in the ad breaks. We thought we’d pair Snoop and Australian league legends to have a bit of fun and create something unique, to get fans watching at home involved and singing along to the jingle. This is something most brands don’t ever make for this kind of an event.”

Shot in Snoop’s compound in LA during strict COVID-19 regulations, the new track will be promoted as part of a fully integrated campaign across TV, social, digital and PR.

Menulog
Simon Cheng – Menulog Marketing Director
Fiona Bateman – Head of Brand
Lisa Brown – Head of PR and Communications
Rami Tamer – Senior Marketing Manager Brand
Sosi Sevazlian – PR and Communications Manager
Johan Micheelsen – Head of Growth Marketing
Perry Neilson – Social Media Manager

McCann Sydney
Ben Coulson – Chief Creative Officer
Daniel Miller – Creative Director
Christian Duffy – Creative Director
Nikki Jones – Senior Producer
Caroline McLaughlin – Senior Business Lead
Roshni Hegerman- Executive Strategy Director
Bella Best – Senior Account Manager

Cub Production
Toby Morris – Director
James Car – Producer
Joel Haakanlind – Editor

Done&Dusted – LA
Lawrence Lamont – Director

UM Sydney
Hayley Pyper – Client Director
Angelica Naranjo – UM Studios Director
Jack Davidson – Integrated Partnerships & Sponsorships Director
Morag Cahill – Partnerships Director
Jenny Lam – Senior Partnerships Manager
Shannen Toby – Partnerships Manager
Bernadette Banasik – Partnerships Trader
Rebecca Mitchell – Partnerships Executive

Finchco Agency
Julia Everingham – Co-Founder & Managing Director
Alexandra Bryant – Managing Partner & Creative Principle
Chloe Turner – Senior Account Director
Niki Aquino – Senior Account Manager
Antonia Minutolo – Account Executive

Connecting Plots
Lewis Steele – Head of Social & Content
Cody Desmond – Senior Account Manager
Julia Kenny – Creative

Talent Republic – Hero Casting