Menulog launches TikTok campaign 2.0 with #DeliveryDressDown via Connecting Plots

Menulog has launched a new TikTok hashtag challenge #DeliveryDressDown, inviting Aussies to share how they dress down into a comfortable outfit for food delivery at home.

The campaign is the work of creative communications agency Connecting Plots, which was appointed to the Menulog social account in August. It comes after the brand’s first TikTok challenge #DeliveryDance launched in July which encouraged users to film a dance to the ‘Did somebody say Menulog’ song in the hope to win a year’s supply of free Menulog.

#DeliveryDressDown was built around the rising trend of JOMO, the joy of missing out, with people encouraged to celebrate the decision to stay in. The campaign taps into current trends on TikTok by asking users to jump cut from one outfit into another in time with the music.

The official song for the challenge is titled ‘Menulog Delivery Dress Down’ and was produced by Australian DJs Mashd N Kutcher specifically for the campaign. It features an instrumental version of the Snoop Dogg track released by Menulog earlier this year.
The #DeliveryDressDown challenge was launched with 30 Australian TikTok creators including big names such as Jamie Zhu, The Rybka Twins and The Chainz Family.

Says Simon Cheng, chief marketing officer, Menulog: “TikTok is one of the emerging channels we’re particularly interested in for reaching and connecting with younger audiences. We’ve absolutely loved watching the creative ideas from the community and seeing how users are engaging with our brand in a way that’s unparalleled to other social channels. Connecting Plots have been a great partner in helping us understand the ins and outs of TikTok and advising on what makes a successful campaign on the platform.”

Says Lewis Steele, head of social and content at Connecting Plots: “The #DeliveryDressDown challenge is a fun response to the growing appreciation for staying at home, the antithesis of FOMO, the fear of missing out. Music is often an underappreciated tool on TikTok so it was great to build on the popularity of the Snoop Dogg song and create a bespoke native version for TikTok that’s helped shape the challenge with our partner creators.”

Says Brett Armstrong, general manager of global business solutions, TikTok Australia: “This new campaign for Menulog shows just how TikTok works best. By giving the community a call to action based on a simple and relatable idea – that staying home and ordering in is a joy worth celebrating – they’re allowing creators to have fun with their brand and interpret Menulog’s message in their own unique way. We’re excited to see this trend come to life through the creations of the Aussie TikTok community.”

The #DeliveryDressDown Hashtag Challenge: https://www.tiktok.com/amp/tag/deliverydressdown

Client: Menulog
Chief Marketing Officer: Simon Cheng
Head of Growth: Johan Micheelsen
Brand Manager: Fiona Bateman
Social Media Manager: Perry Neilson

Agency: Connecting Plots
Managing Director: Tom Phillips
Creative Partner: Dave Jansen
Head of Social & Content: Lewis Steele
Influencer Managers: Cody Desmond & Claudia Luhur
Creatives: Julia Kenny & Joe Davies Griffith
Account Director: Gemma Barr