Launching El Jannah’s Legendary Lebanese Lunch.
El Jannah is getting Australians out of their lunchtime food ruts by recruiting some of the internet’s most recognisable food identities and converting them to charcoal chicken in a campaign via Emotive.
Brought to life through Emotive Productions, the campaign introduces ‘Who Can Resist?’, an idea built around a simple premise. If the most die-hard food loyalists can be converted to El Jannah, no one can resist.
The work taps into internet lore and pop culture, casting characters known for their one-track food devotion, from the 'Por Que No Los Dos?' girl who is torn between two types of tacos, to the Fat Pizza guys to the iconic “Sushi Carol” duo.
The campaign supports the launch of El Jannah’s Legendary Lebanese Lunch, a national range of fresh, made-to-order charcoal chicken rolls, served with chips and a drink for $14, in-restaurant until 4pm.
“Lunch is one of the biggest growth opportunities in front of us, and we wanted creative that matched the ambition,” El Jannah chief marketing officer, Adam Issa.
“The Legendary Lebanese Lunch brings together everything El Jannah is known for; honest value, fresh real food, and Lebanese flavours that have built this brand over 28 years.
“We briefed Emotive to make that impossible to ignore, and they came back with an idea only El Jannah could pull off, taking the most die-hard food fans in pop culture and converting them to charcoal chicken. It's confident, it's distinctive, and it sits exactly where we want the brand to live.”
The campaign rolls out nationally across film, social, earned and in-store, supported by a system of content designed to drive trial and repeat behaviour across the lunch window.
“Charcoal chicken. Meme culture. And a sprinkle of nostalgia. My three favourite things in life coming together in just the most fun and entertaining way,” said Emotive head of earned creative, Jess Cluff.
“If these guys can get out of their lunchtime food ruts, then so can you.”
