Menulog wants Aussies to ‘Treat Yo’ Self’ in latest retail campaign via Connecting Plots
Menulog has launched ‘Treat Yo’ Self, a new retail platform led by creative agency, Connecting Plots.
The initial campaign showcases Menulog’s wide range of cuisines, restaurants and meals fit for any occasion by celebrating the hundreds of ‘little win’ excuses for customers to succumb to their cravings and order from Menulog. And any old reason will do.
The campaign is rolling out across YouTube, Facebook and Instagram via a series of short-form films that spotlight different fun and timely at-home moments that warrant the need to ‘Treat Yo’ Self’. The executions range from having to wash a very cranky cat, pwning an 11 year old on a video game through to managing to keep a plant alive for longer than a week.
Says Chris Johnson, creative director at Connecting Plots: “Who doesn’t love the anticipation of that burrito, burger or bhaji landing at the front door? Especially of late. And with the added bonus of seeing a new face, albeit masked, then any excuse will do to Treat Yo’ Self with Menulog.”
Says Fiona Bateman, head of brand, Menulog: “These last two years, more than ever, we’ve had to learn how to roll with the punches and treat ourselves to even the smallest of wins. Menulog is all about delivering joy – that instant satisfaction that comes with having your exact craving arrive on your doorstep so this new campaign encourages our customers to embrace those moments, especially while they’re spending more time at home. You know you deserve it.”
Says David Jansen, creative partner at Connecting Plots: “This is exactly the kind of work we aim to create for our clients. Work that not only stands apart in channel but is also designed to get talked about and be popular.”
Client: Menulog
Marketing Director: Simon Cheng
Head of Brand: Fiona Bateman
Brand Manager: Mark Nicholls
Head of Growth Marketing: Kia Petrenko
Social Media Marketing Manager: Perry Neilson
Performance Marketing Executive: Elizabeth Orlando
Agency: Connecting Plots
Managing Director: Tom Phillips
Creative Partner: Dave Jansen
Creative Director: Chris Johnson
Strategy Director: Tim Collier
Senior Integrated Producer: Bonnie Ledsam
Group Account Director: Gemma ap Geraint
Integrated Project Director: Gemma Barr
Art Director: Alexa Burchell
Copywriter: Julia Kenny
Production: Infinity Squared
Creative Partner: Dan Reisinger
Director: Cybele Malinowski
Producer: Erin McBean
DOP: Dale Bremner
Art Director: Sam Lukins
Wardrobe Stylist: Monique Moynihan
Editor: Brad Hurt
Colourist: Marcus Timpson
Sound Design: Rumble Studios
Music: Nicholas Meredith
Post Production: White Chocolate
Casting Director: Stevie Ray
20 Comments
Zero originality
https://youtu.be/gSjM5B3QNlw
I’m pretty sure this campaign is deliberately referencing Parks & Rec.
Everyone knows the original scene, but thanks for the link anyway.
Please skip my socials, Please!
Love these ads.
I mean, it’s not referencing Parks & Rec. It’s just stealing the whole idea. The exact tagline. Is this acceptable these days? Also feels like a missed opportunity they didn’t say MenuDogg when Snoop was involved.
Simple and fun. Nice art direction.
Pretty woeful. Had a great consistent construct with ‘did somebody say…’
Even had a Snoop Dogg track! Sometimes if it aint broke…
Did somebody say ‘not invented here’ syndrome?
Why would you take all the brand equity that’s been built and bin it?
Love the lighting and vintage set feels. Grumpy cat steals the show!
Weirdos in their homes doing cooky stuff, with some OTT art direction. Insert any .com business logo
Great ads! Great sense of humour and lovely direction.
Cute spots – I could go some cheesecake right now!
What happened to McCann??
Are we really developing sub-lines for retail when there’s a perfectly good brand line that could be used?
If the idea is about celebrating little wins “did somebody say Menulog?” could have been slotted in there relatively easily. You’ve got existing awareness and equity in the brand line so why double up?
Clever work. On brand. Fun.
This highlights how problematic the Snoop Dogg stuff was. Locally they couldn’t afford him to do campaign after campaign and yet he was the idea, not just the star of it. But they had to do it because of the global Just Eat deal that Snoop Dogg was signed to and what he made the jingle for.
Now that they have to make more stuff the brand can only use cheesy gangsta themes like bouncing cars or bling until Snoop does something for some other market with funds that they can adapt here.
For a hard earned hunger.
Except not cheerful. Why move away from such a successful campaign?! Total disconnect.
What happened to Menulog… are they okay?
The delivery dance was a smart way to social snoop without snoop, by using the music. This is just irrelevant. No love, no idea, no relevance and confusing AF.