Menulog unveils designer delivery bag for ambassador Christina Aguilera, via Thinkerbell
After launching the latest iteration of ‘Did Somebody Say’ with Christina Aguilera, Menulog has created a designer delivery bag for the pop star, with a new global campaign launching via Thinkerbell.
Using Menulog’s distinctive bag, Australian indie designer By Weave Collection created a re-imagined version for Aguilera as she travelled to Australia for the first time in 15 years.
“The iconic delivery bag is a distinctive brand asset to Menulog and we knew instinctively that a simple branded designer bag would capture the attention of news outlets,” said Sesh Moodley, head tinker at Thinkerbell.
“When we heard Christina was on her way to Australia, we wondered if we redesigned the bag to be worthy of wearing it, would she wear it? And she did. And thanks to the paparazzi, this chance paid off.”
The bag, which Aguilera used on her way to LAX airport before boarding her flight to Australia, swelled a national news cycle with the world asking, ‘what’s with the bag?’, anticipating her arrival down under.
@xtina Check out #WhatsInMyBag with @menulog 👛💋 #AD ♬ original sound – Christina Aguilera
“‘Did Somebody Say’ has ingrained Menulog into Australian culture and the latest iteration with Christina Aguilera and rapper Latto is no different,” said Menulog’s head of brand, Fiona Bateman.
“When we heard Christina was coming to Australia, we put our heads together to see how we could ‘brand her up’ in a way that was natural enough for Xtina to take part, whilst at the same time knowing we’d get a lot of attention if we did it well.
“It was too good of an opportunity to miss.”
Credits:
Client: Menulog
Creative & earned: Thinkerbell
The bag: By Weave Collection
Media: UM
Talent management: Talent Republic
Artist management: Roc Nation
Artist publicity management: imPRint
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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