Menulog parent company Just Eat reappoints McCann to creative

Just Eat, the parent company of Menulog in Australia, has reappointed McCann Worldgroup as global lead creative agency after a four-way pitch process.

The pitch was run out of London and had McCann up against Adam & Eve/DDB, Bartle Bogle Hegarty and TBWA London.

The includes McCann Australia, which was bought by Ben Lilley last year, which through connections to global clients maintained the agency name as part of the licensing agreement  in the sale.

The review followed the US$8.5 billion merger between Just Eat and last year, and moved to consolidate the two businesses’ agency relationships.

Last year, McCann London produced the global campaign which featured a revamped version of Just Eat and Menulog’s jingle by Snoop Dogg. The campaign was localised across a number of markets, including Australia, by local McCann agencies.

The Snoop Dogg spot has spurred a number of local extensions including two ads for the NRL State of Origin series, and a promotion of the service’s partnership with McDonald’s. Menulog also launched a TikTok campaign encouraging people to dress down for a quiet night in and order delivery food.

Last year, Menulog reported 104% year-on-year growth in orders across Australia and New Zealand, and 166% year-on-year growth in Q4 of 2020.

This growth made Australia and New Zealand the fastest-growing market in the Just Eat group. Orders increased globally by 42% last year.

“McCann has been a key strategic and creative partner amid a period of rapid growth here in Australia,” said Menulog marketing director Simon Cheng.

“Their work localising our global Snoop campaign in particular has been outstanding, including shooting new Australian work with Snoop during the height of the pandemic and originating our record-breaking TikTok Delivery Dance campaign. We are delighted to be able to continue this great relationship to deliver even more in 2021.”

McCann Australia creative chairman, Ben Lilley, said: “Menulog is a brilliant McCann client and testament to our focus on creative delivery like a G. We’re really proud of the growth and results our work together has achieved for Menulog and look forward to continuing to be part of their incredible success.”


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