Menulog appoints Thinkerbell as creative partner locally
Food delivery platform, Menulog, has appointed Thinkerbell as its creative partner following an agency review process.
Thinkerbell’s appointment comes after the agency worked with Menulog on a local campaign during the State of Origin in 2022, which ended up winning Menulog Nine’s State of Originality, together with its media agency UM. The prize included $1 million worth of inventory across Nine.
Just Eat Takeaway.com, the parent company of Menulog in Australia, appointed McCann Worldgroup as global lead creative agency in early 2021 after a four-way pitch process. Thinkerbell worked alongside the McCann London global campaigns.
Marketing director at Menulog Australia, Simon Cheng, said: “As an Australian-founded business, we’re looking forward to working with Thinkerbell to really drive value for our local restaurant/business partners and customers, as well as developing ideas that exemplify the Menulog difference. Coupled with our focus on consistently expanding our range and quality of service, including grocery, convenience and other exciting new verticals this year, Menulog is in a strong position to continue to deliver growth in 2023.”
The appointment will see Thinkerbell deliver a range of services including strategy, creative, earned and owned content.
Adam Ferrier, chief thinker at Thinkerbell, said: “We’ve loved helping Menulog deliver the unexpected and command attention in 2022. It’s one of the strongest brands in Australia, with a brilliant platform and incredibly strong brand assets. We look forward to further unleashing the Menulog brand in Australia.”
Menulog initially launched its McCann global creative staring pop singer Katy Perry during the State of Origin. But when the campaign drew less than glowing feedback from some fans, Menulog quickly reacted – trusting Thinkerbell to deliver something fresher, fast. The result was an ad staring Wendell Sailor brushing his teeth.
Cheng said at the time of the win: “Menulog is all about delivering joy to Aussies and this ad was about listening to our audience in real time and putting a smile on footy fans’ faces with a playful response. Big thank you to our partners, Thinkerbell, UM and Nine for working with us in such a creative and agile manner.”
In total, eight brands entered the competition: KFC, Sportsbet, Kia, Ampol, McDonald’s, Stan, The Arnott’s Group, and Menulog.
Ferrier said of the winning ad: “We admire brands who have a bit of fun at their own expense. We loved helping Menulog get involved in the conversation and deliver something bloody unexpected.”
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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