Menulog and Macca’s launch new ad, despite Just Eat’s creative review
Menulog has announced its delivery partnership with McDonald’s will continue into 2021 with a delivery driver and McDonald’s employee hitting the streets of Sydney in a signature-orange low-rider.
The ad, created by McCann, is reminiscent of the 2001 music video for Still DRE by Dr Dre and featuring Snoop Dogg.
The new ads continue the use of Menulog’s jingle fashioned by Snoop Dogg which launched last year, tying in with the inspiration for the spot.
The campaign launched on 16 February with both the 30 second TVC and a 15 second cutdown. Activations will also include out-of-home sport and and social media integration.
More than 900 McDonald’s restaurants are available on Menulog, which is offering free delivery with the chain for the rest of February.
Menulog chief marketing officer, Simon Cheng, was excited to showcase the partnership with McCann’s campaign.
“Macca’s and Menulog have a similar ethos – it’s genuine, fun and playful – and as such, it was important to communicate our partnership in an authentic and light-hearted way. There’s something special that happens when the magic of the iconic golden arches meets the swagger of our bright orange Menulog low rider,” he said.
The Snoop Dogg-fronted campaign was a global marketing initiative out of Menulog’s parent company Just Eat and McCann London. Locally, the campaign inspired two rugby-themed spinoffs in time for the NRL State of Origin.
Just Eat is currently undergoing a global review of its creative account, following its US$8.5 billion merger with Takeaway.com last year.
In response to Mumbrella’s question about the local implications of the pitch for McCann Australia, a Just Eat Takeaway.com spokesperson said: “Following the combination of Just Eat and Takeaway.com, the business has grown rapidly to become a leading online food delivery marketplace with operations across 23 countries.
“As a result, we are reviewing our advertising and communications’ requirements to build on the great work done to date by both legacy businesses. Just Eat Takeaway.com is now looking to appoint one global creative agency to help us deliver campaigns with a unified brand platform across all of our operating markets.”
Last week, Campaign Live reported the shortlist includes McCann London, TBWA London, Bartle Bogle Hegarty and Adam & Eve DDB.
Credits
Client – Menulog
CMO – Simon Cheng
Head of Brand – Fiona Bateman
Senior Marketing Manager – Rami Tamer
Agency – McCann
CCO – Ben Coulson
Executive Strategy Director– Roshni Hegerman
Senior Business Lead– Caroline McLaughlin
Senior Account Manager – Isabella Best
Creative Directors – Daniel Miller and Christian Duffy
Senior TV Producer – Nikki Jones
Production company – CUB
Director – Dean Ginsberg
Producer – Jackson Fysh
