ARN’s KIIS Network has partnered with Australia’s home-grown food delivery App, Menulog, to serve up a multi-channel, national campaign to amplify Menulog’s new brand campaign, featuring Snoop Dogg’s take on the brand’s ‘Did Somebody Say Menulog’ jingle.
The campaign leveraged the new Snoop track, calling on Aussies to do (and eat) whatever they crave in pursuit of happiness, regardless of the status quo.
As part of the collaboration, the KIIS Network amplified Menulog’s new jingle and mission to deliver happiness with innovative and fun integrations across both KIIS 1065’s The Kyle & Jackie O Show and KIIS FM’s Will & Woody national drive show. Both shows, not to mention their talent, embodied the spirit of new hip-hop hit, with their unique sense of fun and willingness to challenge social conventions.
Of the campaign Kyle Sandilands said, “This campaign had everything – Snoop Dogg, Menulog deliveries and me dancing. What a great partnership!”
Activity across the four-week campaign featured on-air, digital and social elements including voiced commercials, Kyle and Will & Woody ‘Delivery Dance’ TikTok videos, Kyle & Jackie O’s $5,000 Door Drop and Will & Woody’s $10,000 ‘Big Rappetite’.
Identifying Kyle & Jackie O as a core ingredient to the campaign and aligned with Menulog’s ‘unapologetic’ brand tone, Kyle Sandilands voiced the radio commercials heard right across the KIIS Network. Kyle also created his own joyful Menulog ‘delivery dance’ video, which was shared across the Kyle & Jackie O Show TikTok and Instagram socials. Drive’s Will & Woody also shared in this joy, creating their own dance and again sharing across their own show socials.
KIIS 1065’s The Kyle & Jackie O Show delivered Menulog happiness across Sydney, with “Menulog Mitch” stepping in for Snoop (fur coat and all), dropping off doggie bags of cash on people’s doorsteps with Kyle & Jackie O’s ‘Door Drop’. For the unapologetically lazy, it was the perfect way to win. All listeners needed to do was register online and open their door for the chance to win a doggie bag containing $5,000 and $100 Menulog voucher.
Across Drive, Will & Woody listeners were asked to go head to head in a knockout rap battle live on air. The raps had to be themed around the listeners favourite Menulog food item Guest judges for the Rappetitie battles included Chris Sebastian (fresh from his win on The Voice) and Guy Sebastian. Ultimately one final winner took home $10,000. To launch the competition Will & Woody performed their own rap which featured across KIIS Networks’ Facebook pages.
ARN’s Chief Commercial Officer Pete Whitehead said, “Our partnership with Menulog demonstrates ARN’s ability to create talent-led, innovative and creative content which can be seamlessly integrated across all of our channels – on-air, digital, social and experiential. Both The Kyle & Jackie O Show and KIIS FM’s national Drive show Will & Woody embody Menulog’s brand tone in a unique way. It’s another example of ARN’s commitment to creating market-leading commercial solutions and meaningful connections between brands and our audiences.
“Investing in advertising is an investment in future business growth and history tells us, especially in an economic downturn, advertising works. And at a time when all businesses need to ensure every spend delivers a strong return, ARN is proud to be supporting brands to deliver impactful, creative campaigns that connect – as this partnership with Menulog shows.”
Menulog’s Chief Marketing Officer, Simon Cheng, said, “Partnering with the superstars at KIIS was a natural fit to launch Snoop Dogg’s hip-hop take on ‘Did Somebody Say Menulog’. We worked closely with the ARN team to deliver this across multiple channels to not only drive maximum awareness, but serve up a range of content we knew listeners would love. Whether it got them up and dancing or calling in to rap battle, we saw great engagement across the campaign period.”
A spokesperson from UM Sydney, partners with Menulog on media strategy and implementation, said, “There was clearly an opportunity to go deeper into the attitude and star power that Snoop Dog brings to the campaign. We worked with Kyle & Jackie O and the wider KIIS network to craft a partnership that accelerated relevance to local audiences. This allowed us to introduce action such as Doggy Door Drops, recognise Kyle’s love for fast food and create a rap battle for Will & Woody, plus other initiatives, that strongly connect to local audiences.”
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