Menulog teams up with retailers for gamified footy finals experience via The Idea Shed + Zebrar

Menulog is putting fans at the centre of the action for this year’s footy finals season with the launch of Menulog Footy Finals Game, a campaign created by The Idea Shed in partnership with game developer Zebrar and key retail partners including Liquorland, 7-Eleven, Red Rooster and IGA.

 

Running from mid-September to 5th October, the campaign blends sport, play and loyalty rewards into one immersive experience. The initiative is designed to drive awareness of Menulog’s expanded offer, including grocery and alcohol, as well as convenience, and to foster a deeper connection with its core 25-34 audience.

Every order placed during the campaign unlocks a chance to play the in-app Footy Finals Game where fans dodge defenders, rack up metres and score rewards.  Weekly rewards include Menulog vouchers, while the ultimate reward is a much sought after trip to Las Vegas for the NRL season opener, giving players a once-in-a-lifetime reason to keep coming back.

The in-app game is designed in Menulog’s signature orange, featuring brand integrations with partner retailers, creating an experience that feels immersive, instantly recognisable, and distinctly local. Not to mention, Menulog+ members double their chances at securing that trip to Vegas for the NRL season opener.

Says Fiona Bateman, Head of Brand and Media at Menulog: “Footy finals are all about mateship, passion and being part of the action, and that’s exactly what we wanted to capture with the Menulog Footy Finals Game. The campaign brings fans closer to the sport they love, while showcasing Menulog’s expanded grocery, alcohol and convenience offering. By blending play, rewards and retail partners, we’ve created an experience that’s not just fun but gives fans even more reasons to choose Menulog this finals season.”

Says Adrian Moore, Head of Creative Experience at The Idea Shed: “This campaign is Creative Commerce in action. It shows that Menulog doesn’t just deliver food to fans but creates entertaining experiences that help them play for big wins at checkout. It was developed not only to fuel fandom but also to deliver real value to Menulog and their partners during the highly competitive footy finals.”

The campaign is live across audio, in-app, social media (paid and organic), and eDM.

Client: Menulog
Fiona Bateman – Head of Brand and Media
Victoria Janchek – Senior Marketing Manager
Yamila Lata – Senior Marketing Executive
Creative Commerce Agency: The Idea Shed
Game developer: Zebrar