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