Menulog rebrands annual restaurant awards to Menulogies
Menulog has worked with PR agency Poem and social agency Connecting Plots to rebrand its tenth annual restaurant awards to the “Menulogies”, referencing the TV Week Logie Awards.
For the rebrand, the agencies have launched an integrated campaign across paid, owned and earned media, including a new creative communications strategy, an influencer program and a microsite.
The newly rebranded Menulogies
Menulog commercial director Rory Murphy said: “After such a tough year for many in the hospitality industry, we’re extremely proud and excited to host the Menulogies and shine a light on our favourite restaurants that have helped us through. The awards are a great way to show our support and recognition for our partner restaurants.”
Poem co-founder and executive creative director Matt Holmes added: “We’ve all become food delivery connoisseurs over the past year so it feels an especially relevant time to hero the best cuisine Australia has to offer and celebrate those restaurants that got us through lockdowns. With the introduction of The Menulogies it’s been great to deliver a bit more of the brand’s playfulness and entertainment crossover to earn more attention for the campaign.”
The campaign has been featured in Daily Telegraph, 7News, Pedestrian TV, Junkee, LadBible and 9Honey.
To help identify the best takeaway from each state, a nationwide search for Australia’s top takeaway critics was also rolled out, The Armchair Academy. Menulog customers submitted a written, movie critic-style review of their favourite dish from their favourite restaurant, with a representative per state winning a year’s supply of Menulog.
Credits:
Client: Menulog
Creative identity, PR, influencer & content: Poem
Social media: Connecting Plots
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