Menulog encourages sledging in State of Origin teaser with footy legends

Delivery service Menulog has released a teaser for its upcoming State of Origin campaign.

The campaign marks the second year Menulog has sponsored the NRL’s State of Origin. Last year Menulog released a remixed version of its jingle for Game 1 and Game 2.

Menulog has created 20 different contextual TV ads that will be shown over the course of the rugby league series, beginning tonight (9 June) at Game 1.

The 15-second teaser spot sees NRL stars Wendell “Big Dell” Sailor and Andrew “Joey” Johns exchange barbs over messages while eating food delivered by Menulog.

Simon Cheng, marketing director at Menulog, said: “We wanted to build on the success of last year’s State of Origin TVC with a campaign that celebrates a uniquely Australian sporting tradition and taps into our love of banter, especially around key sporting moments around State of Origin time.

“There are few things that divide Aussies quite like footy rivalry and this reaches fever pitch during State of Origin. We wanted to harness this competitive spirit and deliver the lighter side of the rivalry between fans by heroeing the great tradition of sledging.”

The TV ads that will be shown on Channel 9 will be contextualised, with reactions to gameplay, player stats, and insider perspectives.

Ben Coulson, chief creative officer at McCann, said: “We had a lot of fun working with the NRL legends and mining them for good stories. We have quite a few ideas ready to go before kick-off tomorrow night, but we’re most excited to see how the games play out – and have pens ready to respond as it happens.”

As part of the integrated campaign this year, Menulog has also launched a competition to have Sailor and Paul Harragon as lounge room commentators and personal sledging mentors. The competition uses the hashtag, #OriginSmackdown, for those who wish to participate by submitting food puns.

Sailor added: “You can either be good at it or really bad at sledging – and personally, I’ve mastered it. Joey’s a good stirrer but Chief, terrible, worst out there. I’m more than happy to help Aussies up their sledging game with Menulog’s ad campaign for Origin 2021. On the field, sledging fires you up and gives you the edge but if you’re going to sledge, you have to be ready to cop some retaliation.”

Other footy stars that will feature in the campaign include Matt Bowen, Brett Kimmorley, and Billy Moore.

McCann was reappointed to Menulog’s parent company’s, Just Eat, creative account in March.


Simon Cheng – Menulog Marketing Director
Fiona Bateman – Head of Brand
Lisa Brown – Head of PR and Communications

Ashlee Lynch-Marson – Marketing Manager
Duncan Fredericks – Public Relations Manager
Kia Petrenko – Head of Growth Marketing
Perry Neilson – Social Media Marketing Manager

Ben Coulson – Chief Creative Officer
Roshni Hegerman – Executive Strategy Director
Isabella Best – Senior Account Manager
Daniel Miller – Creative Director
Christian Duffy – Creative Director
Chris Nguyen – Senior Copywriter
Melina Flood – Senior Producer
Nick Withford – Editor

Dean Ginsberg – Director
Katrina Olsen – Senior Producer
James Carr – Executive Producer

Finchco Agency
Alexandra Bryant – Managing Partner & Creative Principle
Sally Heydon – Senior Account Director
Niki Aquino – Senior Account Manager
Antonia Minutolo – Senior Account Executive

Connecting Plots
Dave Jansen – Creative Partner
Chris Johnson – Creative Director
Lewis Steele – Head of Social & Content
Gemma Barr – Integrated Project Director
Julia Kenny – Copywriter
Alexa Burchell – Art Director

Hayley Pyper – Senior Client Partner
Jack Davidson – Integrated Partnerships and Sponsorships Director
Rahma El Sayed – Senior Integrated Planner


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