ARN’s KIIS Network has partnered with Australia’s home-grown food delivery app Menulog to serve up a multi-channel, national campaign to amplify Menulog’s new brand campaign featuring Snoop Dogg’s take on the brand’s Did Somebody Say Menulog jingle.
The campaign leveraged the new Snoop track, calling on Aussies to do and eat whatever they crave in pursuit of happiness, regardless of the status quo.
As part of the collaboration, the KIIS Network amplified Menulog’s new jingle and mission to deliver happiness with integrations across both KIIS 1065’s The Kyle & Jackie O Show and KIIS FM’s Will & Woody national drive show.
Activity across the four-week campaign featured on-air, digital and social elements including voiced commercials, Kyle and Will & Woody ‘Delivery Dance’ TikTok videos, Kyle & Jackie O’s $5,000 Door Drop and Will & Woody’s $10,000 ‘Big Rappetite’.
Identifying Kyle & Jackie O as a core ingredient to the campaign and aligned with Menulog’s ‘unapologetic’ brand tone, Kyle Sandilands voiced the radio commercials heard right across the KIIS Network.
Sandilands also created his own joyful Menulog ‘delivery dance’ video, which was shared across the Kyle & Jackie O Show TikTok and Instagram socials.
Drive’s Will & Woody also created their own dance and again sharing across their own show socials.
“Our partnership with Menulog demonstrates ARN’s ability to create talent-led, innovative and creative content which can be seamlessly integrated across all of our channels – on-air, digital, social and experiential," ARN chief commercial officer Pete Whitehead says.
"Both The Kyle & Jackie O Show and KIIS FM’s national Drive show Will & Woody embody Menulog’s brand tone in a unique way. It’s another example of ARN’s commitment to creating market-leading commercial solutions and meaningful connections between brands and our audiences.
“Investing in advertising is an investment in future business growth and history tells us, especially in an economic downturn, advertising works. And at a time when all businesses need to ensure every spend delivers a strong return, ARN is proud to be supporting brands to deliver impactful, creative campaigns that connect - as this partnership with Menulog shows.”
Menulog chief marketing officer Simon Cheng says partnering with KIIS was a "natural fit" to launch Snoop Dogg's update on the brand's jingle.
“We worked closely with the ARN team to deliver this across multiple channels to not only drive maximum awareness, but serve up a range of content we knew listeners would love," Cheng says.
"Whether it got them up and dancing or calling in to rap battle, we saw great engagement across the campaign period.”
UM Sydney partnered with Menulog on the media strategy and implementation.
“There was clearly an opportunity to go deeper into the attitude and star power that Snoop Dog brings to the campaign. We worked with Kyle & Jackie O and the wider KIIS network to craft a partnership that accelerated relevance to local audiences," a spokesperson from UM Sydney says.
"This allowed us to introduce action such as Doggy Door Drops, recognise Kyle’s love for fast food and create a rap battle for Will & Woody, plus other initiatives, that strongly connect to local audiences.”
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