Menulog promotes ‘dress down’ in new TikTok campaign via Connecting Plots

Menulog has launched its latest TikTok campaign, using the hashtag #DeliveryDressDown to encourage Australians to dress down into a comfortable outfit to receive home food delivery.

The campaign comes from by creative agency Connecting Plots, which was appointed Menulog’s social agency of record earlier this year.

Following up from Menulog’s first TikTok challenge earlier in 2020, #DeliveryDance, the new #DeliveryDressDown challenge focuses on the rising trend of JOMO (the joy of missing out).

Connecting Plots also tapped into current clothing change trends across the platform, where users jump cut in time with the music.

Menulog secured Aussie DJ duo Mashd N Kutcher to create an official song for the challenge called ‘Menulog Delivery Dress Down’, with the track featuring an instrumental version of Snoop Dogg’s original Menulog jingle.

30 Australian TikTok creators were tapped to launch the challenge, with Jamie Zhu, The Rybka Twins and The Chainz Family all secured to take part and encourage Menulog users to celebrate staying in.

Menulog chief marketing officer Simon Chen said TikTok has been a great way to get users engaging with the Menulog brand, in a different way to other social channels.

 “TikTok is one of the emerging channels we’re particularly interested in for reaching and connecting with younger audiences.

“We’ve absolutely loved watching the creative ideas from the community and seeing how users are engaging with our brand in a way that’s unparalleled to other social channels.

“Connecting Plots have been a great partner in helping us understand the ins and outs of TikTok and advising on what makes a successful campaign on the platform.”

@nathanlustWhat better way to eat than to eat comfortably ##DeliveryDressDown ##ad♬ Menulog Delivery Dress Down – Mashd N Kutcher

Lewis Steele, head of social and content at Connecting Plots, added: “The #DeliveryDressDown challenge is a fun response to the growing appreciation for staying at home, the antithesis of FOMO, the fear of missing out.

“Music is often an under appreciated tool on TikTok so it was great to build on the popularity of the Snoop Dogg song and create a bespoke native version for TikTok that’s helped shape the challenge with our partner creators.”

Brett Armstrong, general manager of global business solutions, TikTok Australia, said the campaign for Menulog shows just how TikTok works at its best.

“By giving the community a call to action based on a simple and relatable idea – that staying home and ordering in is a joy worth celebrating – they’re allowing creators to have fun with their brand and interpret Menulog’s message in their own unique way.”


Client: Menulog  
Chief Marketing Officer: Simon Cheng 
Head of Growth: Johan Micheelsen
Brand Manager: Fiona Bateman 
Social Media Manager: Perry Neilson 

Agency: Connecting Plots
Managing Director: Tom Phillips
Creative Partner: Dave Jansen
Head of Social & Content: Lewis Steele
Influencer Managers: Cody Desmond & Claudia Luhur 
Creatives: Julia Kenny & Joe Davies Griffith
Account Director: Gemma Bar


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