Featuring Christina Aguilera and hip-hop star Latto.
Menulog's next chapter of the ‘Did Somebody Say’ Brand platform enlistis pop icon Christina Aguilera and rising hip-hop star Latto.
This is the first time the creative has used two artists and two different musical genres for its platform. Bringing together Latto’s hip-hop energy with Aguilera’s iconic range of operatic vocals, the duo create an unexpected musical stowshopper which reflects the pleasant surprise customers feel when they see the selection and quality of food, grocery and convenience available on Menulog.
Building on the success of Snoop Dogg and Katy Perry, the latest instalment continues to excite, entertain and deliver joy with a surprising visual and musical world.
The nature of the creative brings Menulog to life in a new light, showcasing that the delivery giant doesn’t just deliver delicious dine-in dishes, but caters to people's every food need and beyond, with everyday essentials such as groceries, to premium fine-dining dishes such as sushi and gyoza.
Created by McCann London, the TVC begins with Latto and Aguilera dressed in baroque style as operatic queens, both being offered an array of their favourite Menulog food, including tacos, poke bowls and fresh Thai salad, while delivery couriers and operatic suitors perform elaborate choreography around them.
The carefully crafted lyrics showcase not only the range of premium dishes, food and groceries available on Menulog, but also reflect the rise in demand for food delivery in non-traditional takeaway moments including lunch, dinner and brunch.
Susan O’Brien, VP global brand at Just Eat Takeaway.com, said Snoop Dogg helped the company to emotionally connect with audiences and boosted its cultural currency, while working with Katy Perry cemented Menulog’s role as the answer to all food cravings.
“As our business evolves to offer more choice and convenience from your favourite local takeaways to dine-in dishes and everyday essentials, it’s only right that we evolve our successful creative formula," she said.
"The electrifying mix of Christina Aguilera and Latto is not only unexpected, but it reinforces the message that you’ll be amazed at the selection and quality available on Menulog.”
The production brings together the very best of the industry, with the new film directed by iconic music video veteran Dave Meyers, the man behind music videos including Kendrick Lemar’s ‘Humble’, Taylor Swift’s ‘Me!’ and most recently ‘Gorilla’ for Little Simz.
Aguilera said she had so much fun combining different music styles alongside Latto.
"With non-stop laughter and love, we had the best time bringing this project to life. It was clear while shooting long days that JET is the much needed one-stop-shop for meals and grocery needs," she said.
Latto said when she heard about the opportunity to work with Menulog she was actually abroad on tour using the app.
"It was a no-brainer for me especially with the iconic Christina Aguilera involved. I had so much fun with this collab and have loved seeing it come to life," she said.
Simon Cheng, marketing director at Menulog, said 'Did Somebody Say' is a versatile platform that has enabled the delivery service to convey the brand message through music, while also firmly placing Menulog in Australian culture.
"It’s amazing to see the latest evolution of this creative brand platform reflect our own evolution as a business, with Christina Aguilera and Latto speaking to our transition into providing grocery, convenience and non-food essentials," he said.
"We hope the high scale of creativity and production in this new campaign shows Australians across the country that Menulog is a major player and has an incredible depth of range at more affordable prices.”
Creative directors at McCann London said they wanted to bring the element of surprise to this creative.
"Thanks to our ever-courageous clients and the amazing efforts of all involved, this campaign hits unexpected notes at every turn – there’s no way hip-hop and opera should work, but much to our delight and relief, it really, really does," they said.
Menulog’s local creative and earned partner is Thinkerbell, who will continue leading locally created ideas and alongside UM, help execute the local activation of the new campaign.
