Menulog is putting fans at the centre of the action this footy finals season with the launch of Menulog Footy Finals Game, a campaign brought to life via The Idea Shed in partnership with game developer Zebrar and retail partners including Liquorland, 7-Eleven, Red Rooster and IGA.
Running from mid-September to 5 October, the initiative is designed to drive awareness of Menulog’s expanded offer, including grocery and alcohol, as well as convenience, and to foster a deeper connection with its core 25-34 audience.
The campaign is live across audio, in-app, social media (paid and organic), and eDM.
Every order placed during the campaign unlocks a chance to play the in-app Footy Finals Game, where fans dodge defenders, rack up metres, and score rewards. Weekly rewards include Menulog vouchers, while the ultimate reward is a trip to Las Vegas for the NRL season opener.
The in-app game is designed in Menulog’s signature orange, featuring brand integrations with partner retailers. Menulog+ members double their chances of securing that trip to Vegas for the NRL season opener.
“Footy finals are all about mateship, passion, and being part of the action, and that’s exactly what we wanted to capture with the Menulog Footy Finals Game. The campaign brings fans closer to the sport they love, while showcasing Menulog’s expanded grocery, alcohol, and convenience offering. By blending play, rewards, and retail partners, we’ve created an experience that’s not just fun but gives fans even more reasons to choose Menulog this finals season,” Fiona Bateman, head of brand and media at Menulog said.
“This campaign is Creative Commerce in action. It shows that Menulog doesn’t just deliver food to fans but creates entertaining experiences that help them play for big wins at checkout. It was developed not only to fuel fandom but also to deliver real value to Menulog and their partners during the highly competitive footy finals,” Adrian Moore, head of creative experience at The Idea Shed, added.
Credits:
Creative Commerce Agency:
The Idea Shed
Menulog:
Fiona Bateman – Head of Brand and Media
Victoria Janchek – Senior Marketing Manager
Yamila Lata – Senior Marketing Executive
Agency Partners
Game developer: Zebrar
