M&C Saatchi Sydney has launched Menulog’s new brand positioning by asking users, ‘What do you feel like?’.
The new positioning reflects the huge number of choices made available through the Menulog platform, which M&C Saatchi ECD Michael Canning said taps into a simple cultural truth about food.
“When it comes to food, people ask each other ‘what do you feel like?’ everyday. As one of the world’s fastest growing digital food ordering services, this new platform positions Menulog as the answer, whatever you feel like.”
The agency worked with Menulog to develop the new integrated brand platform that drives to an optimised online app and website. The campaign includes film, OOH, digital, social, PR, ambient media and radio.
The 60-second launch spot was directed by Joel Kefali, who’s CV includes directing Katy Perry and Lorde music videos. Check it out:
Menulog director of marketing Kim Russell said, “This relaunch represents an exciting new direction for the Menulog brand in Australia. This is just the beginning.”
Match Media client director March Echo added, “The online food ordering space is heating up in Australia and to relaunch the Menulog brand and cement their leadership position, we have partnered with the biggest properties in the country in a truly integrated way.
“The launch campaign will create a strong platform for the brand and will make Menulog part of the Australian vernacular.”