Using AI creative and distribution tools.
Menulog is focusing on the suburbs and regions of Australia in its campaign via Thinkerbell.
The campaign features ‘An Ode to Local’, creative work featuring Australian hip hop musicians Bliss n Eso.
The campaign combines several AI creative and distribution tools.
“We have worked with several emerging technologies in the AI space to move beyond generic outputs into contextually relevant creative,” said Thinkerbell executive creative tinker Sesh Moodley.
“For us that meant using AI not as a shortcut, but as a collaborator that could help us handcraft thousands of local stories.
“Every suburb, every restaurant, every shout-out feels unique because it was designed to. Importantly, this campaign was not led by machines. It was led by creativity.
“Mushroom Records and Bliss n Eso were the perfect partners to prove that when you fuse artistry and technology, you do not diminish creativity, you amplify it.”
Thinkerbell, working with Heckler and Made Promptly, created live action food shots that were combined with AI trained models that regenerated everyday shopfront photos into cinematic images.
Bliss n Eso recorded a library of verses and personally trained a voice model. This allowed new shout outs to be generated for any suburb or restaurant.
“As the OG on-demand delivery platform, we have been part of local communities for almost 20 years, working with small and independent restaurants across Australia,” said Menulog marketing director Simon Cheng.
“While we deeply care about championing restaurant partners, it’s always been a challenge to feature them at a larger scale.
“This campaign enables us to feature hundreds of hyperlocal ads that do not just celebrate our food heroes but actively dive odes and value back into their businesses.
“It is proof that creativity and technology can come together to do something extraordinary, fresh and fun for the communities we serve.”
The campaign delivered more than 250 audio and 25 video assets with postcode-level precision using Innovid’s ad-serving technology.
Messaging adapted in real time using geo and first-party data, enabling hyperlocal personalisation across programmatic video, digital audio, YouTube and paid social.
“Our ambition was to weave hyperlocalisation into every execution, from audio shout-outs to shopfront visuals, without losing craft,” said Thinkerbell head thinker Kiely Decker.
“That scale brought challenges in selecting the right routes, managing outputs and ensuring every suburb felt genuinely seen.
“Working iteratively with AI allowed us to refine until the craft matched the ambition.
“What I am most proud of is how the strategic thinking stretched from the big creative platform down to the smallest local detail, with localisation matching the media — hyperlocal for digital audio and out of home, broader for terrestrial TV.”
Credits
Client: Menulog
Creative agency: Thinkerbell
Media: UM
Production: Heckler
Production: Made Promptly
Sound: Heckler Sound
Music: Bliss n Eso & Mushroom Group
