Menulog launches new ‘Sushi Sneakers’ promotional campaign via Connecting Plots


Menulog is delivering joy to sushi and sneaker fans across the nation, by giving them a chance to win a pair of custom-made Katy Perry inspired ‘Sushi Sneakers’ and a year’s supply of sushi on Menulog in a new promotion and campaign developed by Connecting Plots.


The campaign extends the global brand platform in Australia by having some fun with the eclectic and indulgent iconography from Katy Perry’s larger-than-life ‘Did Somebody Say’ campaign, paying homage to her iconic sushi dress worn in the video.

To secure a pair of the coveted custom ‘Sushi Sneakers’ and a year’s supply of sushi, Menulog has partnered with TikTok to create a category-first branded lens and interactive game feature called ‘Menulog Run’, a way to enhance the delivery experience by giving customers game play during wait-time. Players must dodge bins and catch Aussie food favourites while navigating a Menulog courier as they race to complete a delivery on time.

The Menulog Run game has achieved over 30,000 plays and 1,000+ entries within the first five days, with the TopView takeover reaching over 2.8 million people.

The custom sneaker designs are modelled on the classic Nike Air Force 1s and feature a salmon maki roll inspired colour palette, complemented with striking rice prints, fishtail loops, emergency soy sauce pouch and a pair of chopsticks.

To bring the shoes to life, Menulog has collaborated with iconic Melbourne-based sneaker creator, Damian Sim “BespokeIND” who has designed custom shoes for celebrities and designers including Drake, French Montana, Dior and Louis Vuitton.

Says Simon Cheng, marketing director, Menulog: “We partnered with one of the world’s top shoe customisers to create the first ever sushi sneakers, bringing to life the excessive and indulgent world of Katy Perry who we know our fans love. At Menulog we seek to bring the best possible delivery experience to our customers, and our TikTok game delivers joy to hungry Aussie’s while they wait for their food. We’re excited for the three lucky winners who will get their hands on these one-of-a-kind sneakers!”

Says Dave Jansen, partner at Connecting Plots: “The abstract world of Katy Perry has given us something very iconic and visual to play with. Sneaker culture is no longer niche and so what better way to create local relevance for the Katy Perry campaign than by combining these two worlds and having some fun along the way.”

Menulog Run will be available for TikTok users to play until 1 February 2023.

Client: Menulog
Marketing Director: Simon Cheng
Head of Brand: Fiona Bateman
Brand Manager: Mark Nicholls
Growth Marketing Manager: Perry Neilson
Digital Media Manager: Benjamin Malfatti

Creative Agency: Connecting Plots
Creative Partner: David Jansen
Creative Director: Chris Johnson
Art Directors: Jonti Groth and Alexa Burchell
Senior Copywriters: Craig Rosenthal and Lisa Jackson
Head of Integrated Strategy & Planning: Tim Collier
Strategist: Jessica Brackstone
Production & Studio Director: Bonnie Ledsam
Design Director: Joe Davies-Grith
Motion Graphics: Victor Rodriguez & Gerry Buzzo
Client Partner: Gemma ap Geraint
Account Executive: Mikayla Henderson

Communications Agency: Magnum & Co
Managing Director: Carl Moggridge
Business Director: Jade Glasho Brand Leader: Alastair Prime

Sneaker Designer
Creative Architect Specialising in Footwear & Textile: Damian Sim