Menulog has teamed with creative agency, Poem, and social agency, Connecting Plots, to launch the ‘Menulogies’, a rebrand of its 10th annual restaurant awards.
Building on the success of previous years, the awards have returned with updated categories to reflect the latest culinary and social media trends, as well as loads of glitz and glamour befitting entertainment awards shows.
With the hospitality industry hit so badly from recent lockdowns across Australia, delivery was the only way to access food from our local favourites. The Menulogies provided a chance for Aussies to recognise the unsung heroes and shine a spotlight on restaurants across the nation that have kept us fed and provided a source of enjoyment through tougher months.
The new campaign also involved a new creative comms strategy, underpinned by an influencer program, social content, paid media and microsite build to facilitate the awards nominations, voting and winners announcement.
Menulog also utilised its customer and supplier database, distributing EDMs to encourage further participation in the awards.
“After such a tough year for many in the hospitality industry, we’re extremely proud and excited to host the Menulogies and shine a light on our favourite restaurants that have helped us through,” said Menulog commercial director, Rory Murphy.
“The awards are a great way to show our support and recognition for our partner restaurants.”
Co-founder and executive creative director, Matt Holmes said now is a particularly relevant time to hero great cuisine and celebrate the restaurants that got us through tough times.
“With the introduction of The Menulogies it’s been great to deliver a bit more of the brand’s playfulness and entertainment crossover to earn more attention for the campaign,” he added.
Menulog also introduced The Armchair Academy as a nationwide search for Australia’s top takeaway critics.
Menulog customers submitted a written, movie critic-style review of their favourite dish from their favourite restaurant, with a contestant from each state winning a year’s supply of Menulog.
- Client: Menulog
- Creative identity, PR, influencer & content: Poem
- Social media: Connecting Plots
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