Australian artists follow in Snoop Dogg’s footsteps in Menulog jingle remix
Snoop Dogg’s iconic ‘Did Somebody Say Menulog’ remixed jingle has been revised with Australian talent, in a remix fronted by local musical talent Baker Boy, Kirsten Salty, D’Arcy Spiller and Big Twisty for a campaign in the first work by Mushroom Creative House for Menulog.
The use of Australian artists has been previously encouraged by music supervision company Music Mills, which launched an initiative last month calling on the greater use of local Australian music in advertising campaigns.
The 60-second spot sees the Australian artists putting their own spin on the jingle, with them each ordering their foods via Menulog.
Menulog head of brand Fiona Bateman said: “The team in London did a phenomenal job on the Snoop work. It was universally loved, and rightly so. But the context is very different now. Everyone is only too aware that the local music scene has been decimated by Covid, so it was really important for us to invest the campaign budget locally and hero local artists. We wanted to do everything in our power to support the industry and give the artists a chance to build new audiences.”
The Snoop Dogg jingle was created by McCann London for Menulog’s parent company, Just Eat, and was modified to suit the seven markets it was launching in. McCann was reappointed to Menulog’s creative account in March this year by its parent company, Just Eat Takeway.com, in a global pitch that was run out of London and included McCann Australia.
Mushroom Creative House chief operating officer, Jess Tarpey, commented: “Following Snoop was always going to be an insanely high bar, but we collaborate and work with artists every day to ensure that our creative output is both authentic and unique. We wanted to bring in the artists’ individual personalities, as well as a bit of local Australian flavour, whilst also ensuring the final output formed a cohesive whole. Hopefully we’ve managed to achieve that.”
Mushroom Group chief executive Matt Gudinski said: “We’re excited by the opportunity to give some of the country’s most exciting young talent a platform with the new Menulog campaign. At a time when Australian artists are struggling, it’s great to see a brand willing to support the local music industry rather than hunt down an international superstar.”
The campaign will air from Sunday 17 October and will be on broadcast, social, digital, CRM and PR. As well as the 60-second spot, the campaign also has two 30-second spots, and 15-second spots which feature each individual artist.
Bateman added: “We’re really excited about this launch and to bring ‘Did Somebody Say Menulog’ home. This campaign allows us to broaden our support of local industries, from hospitality to now entertainment, which really go hand in hand. We’re looking forward to seeing how Australians react to how we’ve delivered the campaign differently this year and to sharing more in 2021.”
Previous Menulog campaigns that featured local talent include its State of Origin campaign this year. The Snoop Dogg version of the jingle was also used in the McDonald’s and Menulog February campaign.
UM retained Menulog’s media account earlier this week.
Credits:
Marketing Director: Simon Cheng
Head of Brand: Fiona Bateman
Brand Manager: Mark Nicholls
Head of PR and Comms: Lisa Brown
PR Manager: Duncan Fredericks
Mushroom Creative House
CEO: Matt Gudinski, the Mushroom Group
COO: Jess Tarpey
Head of Advertising Creative: Darren Spiller
CCO: Tom Macdonald
Director: Brian Purnell
Editor(s): Brian Purnell and Liam Pethick
Producer(s): Alexandra Taussig, Tuesday Picken
Production Coordinator: Rachel Argall
Production Assistant (s): Daina Coxall, Jade Harbord
Music Director(s): Karl Richter and Cara McDonald
Music Producer: Jerome Farah
Sound Engineer: Mark J D’Angelo @ Backlot Studios
Artistic Director: Leah Popple
DOP Sydney: Cam Batten
DOP Melbourne: Michael Gibbs
Cinematography Consultant: Sherwin Akbarzadeh
Grade/Online: Ryan Brett @ Manimal Post
Post Producers: Kate Reynolds & Hannah Byrnand @ Manimal Post
CMO: Reegan Stark (PR), the Mushroom Group
Communications Director: Andy Purcell (PR), the Mushroom Group
Media: UM
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topics
Baker Boy
Big Twisty
D'Arcy Spiller
Fiona Bateman
Jess Tarpey
Kirsten Salty
Matt Gudinski
Menulog
Mushroom Creative House
Snoop Dogg
