Menulog airs new Katy Perry jingle remix via McCann, Poem and Connecting Plots
After teasing the new work last month, Menulog has tonight unveiled its new brand campaign featuring US pop star Katy Perry during game one of the State of Origin aired on Channel 9.
The new campaign follows in the footsteps of the global success of ‘Did Somebody Say’ jingle featuring Snoop Dogg, with Perry set to replace the hip hop artist as the new musical face of the brand, which is known internationally as Just Eat.
The global creative was developed by UK agency McCann London, with various iterations of the campaign set to debut across 19 markets in 20 different languages. Locally, creative was worked on by McCann Australia, with local PR handled by Poem and local social media from Connecting Plots.
The 60-second TVC sees Menulog delivery courier arriving at Katy’s home, a fantastical supersized dolls house. As the courier hands over her food the spot cuts inside and embarking on a tour of Katy’s world, complete with elaborate costumes, piano playing puppets, and a wide range of fabulous food for every occasion.
The carefully crafted lyrics showcase the range of cuisines and dishes available on Menulog mirroring the rise in demand for food delivery in non-traditional takeaway moments such as breakfast, lunch and mid-week.
In addition to the TVC, the brand platform also welcomes a refreshed visual identity for the food delivery service, as well as an updated tone of voice, which will be activated through a media strategy created by UM and will be employed across Just Eat’s key markets. The TVC will also be supported by executions across social and earned.
Simon Cheng, marketing director, Menulog Group
Menulog’s marketing director Simon Cheng told Mumbrella he thinks Australians will love the addition of Katy Perry to the brand’s suite of musical ambassadors, following the success of the original campaign with Snoop Dogg.
“Katy Perry coming on just provides another dimension and more depth to the strategy we’ve got to build out our audio branding assets. Because we believe that brand is not just visual branding – you know logos and colours, which are very important obviously – we’ve got this strategy to build depth in our branding kit and that includes audio branding as well.”
Cheng also welcomes Katy Perry’s “unparalleled star power” and “playful nature”, which he feels perfectly suits the Menulog brand, and builds on the “instinctive connection between Menulog and the joy of food delivery.”
The jingle has also previously been covered in an all-Australian version of the campaign, fronted by local musical talent Baker Boy, Kirsten Salty, D’Arcy Spiller and Big Twisty. While Katy Perry is the current focus of the brand, Cheng hopes that the brand will be able to continue to iterate the jingle locally.
“We’d love to be able to continue to do more iterations and add further depth to the strategy as we move forward,” he noted.
Strategically, Cheng only sees benefits in updating the jingle, with the success of the Snoop Dogg campaign having already cemented it in culture, as a love and widely recognisable earworm.
Commenting on the new jingle, Katy Perry said: “Working with Menulog was a really fun and natural experience. Coincidentally most of my records and eras have had food undertones to them, from strawberries, to peppermints to now mushrooms. Ordering takeaway is a regular Saturday night for me, so it was fun to channel that into a video that is a combination of the things that bring joy to my life: poppy bright colours, wild outfits, and food puns sung over a catchy tune.”
Directed by music video veteran Dave Meyers, who previously created videos for Perry’s global hits Swish Swish and Firework, the film has an authentic and playful Katy Perry feel, introducing her own vibrant and quirky style.
Music and lyrics were co-created by Katy Perry, Kris Pooley, McCann London and the team responsible for the original Did Somebody Say Feat. Snoop Dogg track. The campaign was written and art-directed by Ben Buswell and Jo Griffin and shot in LA with production company Radical Media, with photography by Vijat Mohindra.
Rob Webster and Alexei Berwitz, creative directors at McCann London added: “Marrying the worlds of Just Eat Takeaway.com and Katy Perry has been an absolute delight. With Katy’s global appeal we’re bringing the ‘Did Somebody Say’ platform to more markets than ever before, while her supercharged remix builds on the success of the last campaign to land another little slice of pop culture.”
Credits
Advertiser: Just Eat Takeaway
CMO: Maurine Alma
VP Global Brand: Susan O’Brien
Global Head of Brand & Campaigns: Stuart Eaton
Global Principal Brand & Campaigns: Nikita Lensink
Global Senior Brand & Campaign Manager: Niall Barrow
Global Senior Brand & Campaign Project Manager: Kim Butler
Global Brand Project Manager: Georgie Maude
Global Senior Campaign Localisation Manager: Clementine Heintz
Global Campaign Localisation Manager: Jaime Bañares Olmo
Global Lead Social Media: Richard Burgess
Global Social Media Manager: Tiago de Sousa
Global Head of Brand PR: Ania Bielecka
Global Lead PR: Sam Bristowe
Global Head of Design: Emily Ford
Global Senior Art Director: Emma Williams
Global Creative Producer: Zara Ballantyne-Grove
Global Head of Media: Florie Roudet
Menulog Marketing Director: Simon Cheng
Menulog Head of Brand: Fiona Bateman
Menulog Brand Manager: Mark Nicholls
Menulog Head of Communications: Simone Prideaux
Menulog PR Manager: Duncan Fredericks
Menulog Social Media Manager: Perry Neilson
Creative Agency: McCann London
McCann London Co-Presidents and McCann UK CCOs: Laurence Thomson & Rob Doubal
Chief Strategy Officer: Theo Izzard-Brown
Creative Directors: Rob Webster & Alexei Berwitz
Senior Creatives: Ben Buswell & Jo Griffin
Managing Partner: Tommy Smith
Senior Account Manager: Joely Buxton – Smith
Planning Director: Natalie Lau
Project Director: Steph Dix
Head of Design: Lisa Caranna
Senior Designer: Danny Elliott
Production: Craft London
Head of Integrated Production: Sophie Chapman-Andrews
Executive Producer: Amos Usiskin
Senior Producer: Gabrielle Flanagan
Producer: Jacob Gardner
Senior Implementation Director: Aurelia Aziza
Senior Implementation Manager: Alexandra Parker
Senior Print producer: Liam White
Music Supervision: Chris Graves
Business Affairs: Valerie Boyce
Senior Editor: Douglas Flockhart
Hero Casting: Talent Republic
CEO & Founder: Anne Batz
Managing Partner: Charlie Powell
Senior Account Executive: Ella Barker
Media
Handled by UM
Local PR
Poem Group
Local Social Media
Connecting Plots
Local Creative
McCann Australia
Production Company: Radical Media London
Director: Dave Meyers
DOP: Scott Cunningham
Production Designer: Francois Audouy
Executive Producer: Ben Schneider
Producer: Connor Hollman
Line Producer: Dave Bernstein
Production Manager: Kristi Fiore
1st AD: Dave East
Post Production
RPS Editor: Alyssa Oh
Final Cut Editor: Amanda James
VFX – Mathematic
Executive Producer: Rebecca Rice
VFX Producer: Alan Portillo
Post-Producer: Mikaella Zarka
Lead Vfx / Flame Artist: Fred Brandon
Flame Artists: Hugo Aymerich, Samuel Roux
CG Supervisor: Yann Glica
Lead Compositing Supervisor: Sonia Ferreira
Compositing: Francois Vico, Nicholas Dunn, Ronan Dumesnil, Boris Duong, Romain Vallée
Lookdev: Alan Bauge, Lorine Guyard, Orlane Brouillet, Renata Marval
VFX shoot Supervisor – Robert Olsson
Fx Lead: Bertrand Garnier
Lighting: Vincent Labis
Illustrator: Virginie Krypriotis
Animator: Romain Segaud
Photography:
Photographer: Vijat Mohindra
Colour – CO3
Colourist: Steffan Perry
Executive Producer: Ellora Soret
Colour Producer: Chris Anthony
Music
Track: Back from the Club (Sandwich)
Artist: Katy Perry
Composers: Katy Perry, Kristopher Pooley, Ginger Pooley, Toni Robinson, Adam Smyth, Ben Smith, Sylvia Robinson,
Gwendolyn Chisolm, Cheryl Cook & Angela Brown
Label: Capitol Records
Publishers: When I’m Rich You’ll Be My Bitch, Pooley Music, Sting & Tins, Sentric Music & Sugar Hill Music (IQ Music)
Audio
Music Co-Supervision: String and Tins
Audio Post Production: String and Tins
Sound Engineer: Adam Smyth
Audio Post Producer: Eimear Ní Ghuaire
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topics
Alexei Berwitz
Connecting Plots
Just Eat
Katy Perry
McCann Australia
McCann London
Menulog
Poem
Rob Webster
Simon Cheng
Snoop Dogg
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