"This campaign is about backing Aussie flavour and championing the people who keep it cooking."
Menulog has launched its latest drop under its long-running Did Somebody Say brand platform, this time it’s an ode to ‘What’s good in your hood’.
Created with Thinkerbell, the new work features Aussie hip hop legends Bliss n Eso in a custom-made track celebrating Australia’s diverse food culture.
Part road trip, part music video, part love letter to the locals, the campaign takes us from inner-city laneways to regional gems, meeting everyday legends, and sampling the dishes that define neighbourhoods.
“We’ve worked with global icons like Snoop Dogg, Katy Perry, Christina Aguilera and Wu-Tang Clan, but now we’re putting local legends on the mic and on the map," said Simon Cheng, marketing director at Menulog.
"This campaign is about backing Aussie flavour and championing the people who keep it cooking. Bliss n Eso were perfect for it – they've lived and breathed this culture for decades, and they brought their full selves to the collaboration.”
The 'What’s Good in Your Hood' spot is aimed at heroing the restaurant partners who make up the service. The work features real Aussie shopfronts.
“We wanted this to feel like something you’d save to your playlist, whilst telling a story around local, and ‘what’s good in your hood’," said Sesh Moodley, executive creative director at Thinkerbell.
"It’s about telling a proudly Aussie food story, and Bliss n Eso nailed it. The new work is just the beginning of a more localised focus for Menulog.”
The campaign will roll out across TV and video, digital, social, audio and OOH, with more tracks, and local flavour to come.
CREDITS
Client: Menulog
Creative and earned: Thinkerbell
Media: UM
Production: Heckler
Sound: Heckler Sound
Music: Bliss n Eso & Mushroom Group
