Menulog turns its iconic delivery bag into a star studded handbag for global pop icon Christina Aguilera in new campaign via Thinkerbell
After Menulog introduced the next chapter of the ‘Did Somebody Say’ brand platform, enlisting pop icon Christina Aguilera and rising hip-hop star Latto to front its latest global campaign together; Christina Aguilera was heading to Australia for the first time in 15 years to perform in Melbourne.
An opportunity not to be missed, Christina’s arrival in Australia gave Menulog and Thinkerbell a unique opportunity to launch the new global TVC and brand campaign in a locally relevant way for Australians.
Utilising Menulog’s distinctive delivery bag, Thinkerbell recruited Australian Indie designer By Weave Collection, to re-imagine it and create a star-studded designer bag that was fit for a diva.
‘Branding’ the superstar Christina Aguilera, her designer Menulog delivery bag was inspired by the bougieness of the latest ‘Did Somebody Say’ advertisement directed by Dave Meyers. Built to actual delivery bag dimensions, it features luxury Australian leather, a diamante encrusted Menulog logo, recycled fabric liner and real 22 carat jewellery trinkets including an avocado, fries and a burger.
Says Sesh Moodley, head tinker, Thinkerbell: “The iconic delivery bag is a distinctive brand asset to Menulog and we knew instinctively that a simple branded designer bag would capture the attention of news outlets. When we heard Christina was on her way to Australia, we wondered if we redesigned the bag to be worthy of wearing it, would she wear it? And she did. And thanks to the paparazzi, this chance paid off.”
Hand delivered to Christina Aguilera before she flew to Australia, she was spotted by paparazzi in LA with the bag on her way to LAX before boarding her flight. After the photo leaked, it swelled a national news cycle, reaching millions of fans across Australia and the world, asking “what’s with the bag?” and anticipating her imminent arrival in Australia.
After much fan-fare and media excitement across Australia, taking the ‘What’s In Your Bag?’ social trend to a whole new level, Christina Aguilera gave her fans a personal glimpse into the items she keeps on hand in her designer Menulog bag across TikTok before she left the country. Hitting close to four million views and counting organically in only a few days, she revealed a range of items including Playground Lube, a Caramello Koala, mint toothpix and a massage theragun.
@xtina Check out #WhatsInMyBag with @menulog 👛💋 #AD ♬ original sound - Christina Aguilera
Says Fiona Bateman, head of brand and media, Menulog: “‘Did Somebody Say’ has ingrained Menulog into Australian culture and the latest iteration with Christina Aguilera and rapper Latto is no different. When we heard Christina was coming to Australia, we put our heads together to see how we could ‘brand her up’ in a way that was natural enough for Xtina to take part, whilst at the same time knowing we’d get a lot of attention if we did it well. It was too good of an opportunity to miss.”
Check out the behind the scenes video below:
Client: Menulog
Creative & Earned: Thinkerbell
The Bag: By Weave Collection
Media: UM
Talent Management: Talent Republic
Artist Management: Roc Nation
Artist Publicity Management: imPRint
16 Comments
Food is a luxury atm
Love love love!!
Classic Thinkerbell. Well played.
That’s pretty good for Thinkerbell.
this is a top shelf execution. Short, sharp, simple, newsworthy. And by top shelf I mean a few shelfs above the middle shelf and viewable if you look and you’re like, ‘oh yeah, that was neat!’. Not a slight. a compliment.
This is fine, but I find the press release saying “we put our heads together to see how we could ‘brand her up’ in a way that was natural enough for Xtina to take part,” pretty hilarious. You literally just paid her and she agreed to be in the ad. That’s it.
I disagree. Paying for her was the corporate deal. Giving her a delivery bag as a high fashion statement is very creative. This is excellent.
If she (her team) doesn’t thing it’s on brand for her then she wouldn’t do it.
Thinkerbell number 1
Has anyone ever seen an Iconic Menulog bag in the wild?
Spesh!!
Don’t ever change
…for global pop icon Taylor Swift… Ariana Grande… Dua Lipa… Katy Perry… Miley Cyrus… Britney Spears… Madonna… Belinda Carlyle… Christina Aguilera.
Good to see her working again. Even if she’s a delivery driver.
This is just so boring. How is this PR worthy? The bag is ugly. The only thing PR able is that an old popstar is doing a nostalgia tour.
Nice one, blud
I mean…does this really doing a job in terms of creating brand desirability. Most the comments on here seem to be ThinkerBell staff pumping up an idea that is pretty generic.